Segmenting Segmentation: understanding the who, what and how of your customers.
Managing Director, Dr. Stephen Welch, discusses hybrid segmentation as a route to getting closer to your customers.
Put very simply a segmentation is a way of differentiating ‘things’ or putting things into buckets because they are fundamentally different.
Segmentations exist everywhere. We just do not know them as segmentations.
For example, as humans we belong to the animal kingdom. Why? Because we do not produce our own food and we are multi-celled. We are very different from bacteria, fungi and protista. Using a simple set of rules enables biologists to quickly identify the type of organism and its make up.
Segmentations in the business world are no different. They focus on the behaviours, needs and wants of the customer (be that people or businesses in the B2B world) splitting them into effectively ‘kingdoms’ or as we know them segments or tribes.
For example, as humans we belong to the animal kingdom. Why? Because we do not produce our own food and we are multi-celled. We are very different from bacteria, fungi and protista. Using a simple set of rules enables biologists to quickly identify the type of organism and its make up.
Segmentations in the business world are no different. They focus on the behaviours, needs and wants of the customer (be that people or businesses in the B2B world) splitting them into effectively ‘kingdoms’ or as we know them segments or tribes.
Realise have developed an end-to-end approach to segmentation that tackles (and resolves) a lot of the ‘watch outs’ highlighted so far. The focus is on delivering a segmentation that affects business change and is not just an exercise it data science. Scoping and adoption are critical to success.
We call it “Hybrid Segmentation.”
We call it “Hybrid Segmentation.”
By not differentiating as to the type of segmentation but treating the each data as just a different source, problems with segmentation differentiation during build and deployment are overcome.
We’d be happy to have a free consultation with you to talk through where you are at with segmentation as a business and how the approach can help you, be that from a business perspective or a technical perspective.
We’d be happy to have a free consultation with you to talk through where you are at with segmentation as a business and how the approach can help you, be that from a business perspective or a technical perspective.