In this module, you will learn about segmentation, an analytic technique that is an important component of a marketer’s toolkit. This module consists of three sections that will help you understand the prerequisites and core principles of Segmentation usage, development, and best practices.
In the first section, we provide an overview of segmentation as well as marketing goals of segmentation and discuss the data requirements and the types of variables that could be used to develop an effective segmentation scheme. In the second section, we will review a variety of segmentation methods ranging from the simplest intuition-based methods to the more sophisticated analytical techniques. In the last section, we discuss real-life examples and applications of segmentation as well as ways in which this technique could be used to improve marketing efficiency.
After completing this course, you will be able to move towards creating brand new segmentation schemes and/or optimally utilizing existing ones.
This module is the fifth in a six-part series entitled: “CRM Implementation: Merging Data & Insights”. This module can be taken either as a stand-alone course or as part of the series.
- Components of segmentation and data requirements
- Different segmentation types (univariate, bivariate, and multivariate)
- Segmentation methods (AI, commercial, statistical, and qualitative)
- Campaign optimization and improving the accuracy of models
- Testing for consumer and market research