The alchemy of customer segmentation: Merging data sets but methodologies as well

Apala Sabde

Discusses how merging methodologies and data sets can be beneficial to the SaaS (Software as a Service) industry where segmentation frameworks are heavily influenced by feature usage.

Introduction

Segmentation is a daunting task for the researchers regardless of the category. In SaaS 'Freemium' businesses, adopting a layered approach for integrating multiple sources of data into segmentation is challenging but well worth the effort. Triangulating the primary and secondary sources of data requires subtle alchemy - the magical process of transformation, when everything starts making sense. Users' needs, feature requirements, engagement level, revenue implications, their motivations and aspirations everything come together and bring the segments to life.

Proliferation of products/services and choice, overburden usage of multiple brands and aspirations of users

Today adoption of new products no longer...

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