How marketers can use canonical segmentation to improve effectiveness

This article examines how a new kind of analysis can take segmentation one step further by relating two or more sets of variables, providing a far more refined analysis.

Canonical segmentation

Michael LiebermanMultivariate Solutions

Segmentation is a vital tool in determining the effectiveness of ad spend. Canonical segmentation takes this a step further by relating two (or more) sets of variables to provide more refined analysis. A sample case from the skincare market illustrates how this can be used to advantage in marketing practice.

Segmentation is a term we've written about in the past. A popular example is a technique called latent class segmentation, which is an extension of factor analysis. In tandem segmentation, we join multiple dimensions of statements and arrays in a two-step process that first...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands