Transcription of Data Analytics: A Marketing Segmentation Case …
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Data Analytics: A Marketing Segmentation Case …
data analytics : A Marketing Segmentation case Study T. Evgeniou, INSEAD J. Niessing, INSEAD The Iterative Process Cycle Goal of Analysis data Preparation & Exploration Analysis Performance Assessment Segmentation Methodology A(nother) Process Identify Business Issues Clarify Scope and Dimensions Generate and Refine Hypotheses Decide on data to use / Collect Needed data Build the Segmen-tation Framework Link to Marketing & Business Strategy 123456 Segmentation solution is created through a rigorous and iterative process data Processing/ Factor Analysis Cluster analyses Review and refine A Segmentation (micro-)Process Why Segmentation ? Segmentation is a critical enabler to achieve business objectives and realize benefits Segmentation is critical to identify white spaces for new products/offerings Segmentation helps organizations to optimize their retention and acquisition strategy Segmentation is often used to optimize pricing across different products Segmentation enables organizations to become more customer -centric MARKET DYNAMICS make Segmentation critical to business success.
Data Analytics: A Marketing Segmentation Case Study T. Evgeniou, ... R S N 1. BRAND PORTFOLIO & A ... How a customer segmentation led to a new
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