Canonical segmentation
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...