Implementing A Segmentation Strategy 1204653860293754 3
Implementing A Segmentation Strategy 1204653860293754 3
Implementing A Segmentation Strategy 1204653860293754 3
Success
Designing an implementation
plan
Presented by: Susan Abbott
www.abbottresearch.com 1-888-244-0285
Valid and reliable doesn’t always mean useful …
2
For segmentation to be
useful, you must be able to
act on it…
Then you need to coordinate
action in the organization.
Marketing can’t do it alone.
Demographics ? ?
Behaviour Spend average of Spend USD $1200
USD $700 per year per year
Description Specially blended A crisp and lively A rich blend with Bright and full
to give a quick lift blend for those those who have bodied to bring
to those just working toward achieved their out all the flavor
starting out their dreams goals with room to of your better
grow years
Behavioral Low balances High spending, low Have savings and Moving into
Correlate balances, no investments retirement, or
investments yet semi-retirement
Same product
www.abbottresearch.com 1-888-244-0285
20
For segmentation to be
useful, you must be able to
act on it…
Then you need to coordinate
action in the organization.
Marketing can’t do it alone.
Susan Abbott
Web: www.abbottresearch.com
E-mail: [email protected]
Blog: www.arc.typepad.com/customercrossroads
Phone: 416-481-7409 or 888-244-0285
www.abbottresearch.com 1-888-244-0285