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DMA: Data and Marketing Association
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Course Details

CRM Implementation: Segmentation

Create segmentation schemes and learn how to apply them in order to enhance your own marketing efforts.

$99 non-members $149 Take This Course

Course Description

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.

Topics

  • 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

Instructors

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Devyani Sadh
CEO Data Square Read Biography »

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Section 1: Overview, Goals and Data

  • The process of segmentation
  • Segmentation goals
    • Contacts, companies, products, geographic markets, channels/media
  • Segmentation variables
    • Demographics
    • Psychographics
    • Geographics/Geo-demographics
    • Location
    • Firmographics
    • Behavioral data
    • Other
  • The segmentation database
  • Section exercise

Section 2: Methods

  • Segmentation schemes/types
    • Univariate
    • Bivariate
    • Multivariate
  • Segmentation methods
    • AI
    • Commercial
      • Review various providers
    • Statistical
      • Cluster analysis
        • Data append
        • Data preparation
        • Data analysis
        • Cluster Profiling
        • Cluster Evaluation
    • Qualitative
  • Section exercise

Section 3: Applications

  • Campaign optimization
    • Strategy
    • Selection
    • Positioning
    • Delivery
    • Testing
  • Segmentation example types
    • Needs-based segmentation
    • RFM segmentation
    • Email segmentation
  • Product development & bundling
  • Improving accuracy of models
  • Segmentation applications
  • Testing for consumer and market research
  • Section exercise

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I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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