Data Analytics: A Marketing Segmentation Case Study

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, INSEAD J. Niessing, INSEAD

Loading..

Tags:

  Data, Marketing, Case, Analytics, Segmentation, Data analytics, A marketing segmentation case

Information

Related search queries