Actionable Segmentation: Fusion of customer and survey data

This paper sets out a new segmentation technique to produce consumer segments that are easily targetable by marketers, an area where traditional segmentation studies can fall short.

Actionable Segmentation: Fusion of customer and survey data

Michael Patterson

Introduction: Companies struggle to identify individuals falling into specific segments via targetable variables

Overview of a traditional segmentation study

A typical organization can gain considerable strategic and tactical insights by conducting a market segmentation study among customers and non-customers. For example, a market segmentation study can inform a company's approach to the four traditional marketing "Ps" (viz: product, price, place and promotion) in order to optimize the products/services that are offered and assist in developing the most effective marketing communications and advertising.

The basic proposition in a typical segmentation study...

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