PDF Best Segmentation Practices and Targeting Procedures that ...

Best Segmentation Practices and

Targeting Procedures that Provide

the most Client-Actionable Strategy

Frank Wyman, Ph.D.

Director of Advanced Analytics

M/A/R/C? Research

Segmentation Defined

Segmentation: The dividing of a market¡¯s

customers into subgroups in a way that optimizes

the firm¡¯s ability to profit from the fact that

customers have different needs, priorities, and

economic levers.

Best Practice #1

Keep in mind the end goal of

enhancing profitability, as this can

help increase the actionability of

the segmentation. At each step

ask ¡°how can these results help

improve profits?¡±

Product Positioning Research

Value

Value Adds

Adds

High

Key

Key Drivers

Drivers

Chewy

Rich

Chocolaty

Crunchy

Performance

Derived Importance

Sweet

Hearty

Slightly Above

Slightly Below

Peanutty

Well Below

Competitors

Inexpensive

Salty

Long lasting

Low

Well Above

Competitors

Low

Low Yield

Yield

Low

Entry

Entry Tickets

Tickets

Stated Importance

High

Best Practice #2

Conduct product positioning

research around the same time

as segmentation to improve the

interpretability and enhance the

actionability of the segmentation.

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