Although segmentation is a good place to start in understanding and relating to your customers, the common approach of “segmenting by stereotype” just doesn’t work anymore. Sometimes the ultimate value comes from looking at your customer base in new ways.

We have the tools to do just that. First, we set aside any preconceptions of whom you believe your customers may or may not be. Then, with an emphasis on the most powerful analytical approaches and statistical models available today, we look at such aspects as emotional, behavioral, or transactional groups; life stages; business life stages; lifetime values; self- descriptions; and value tiers.

This sophisticated approach provides you with insight to recognize how your customers differ from one another, the ability to divide them into like-minded categories and the means to target them more effectively and communicate in a more compelling way. It also provides a strategic marketing framework from which you can undertake market planning, evaluate customer value, and identify cross-sell and up-sell opportunities.

We help our clients differentiate the value of their customers more accurately using both their data and business expertise in combination with one or more of the following:

• Value Definition. Examine high-level financial and behavioral data to identify the drivers of profitability, or value, in your customer relationships.
• Value Segmentation. Place individual customers in value segments based on their present day and future customer value.
• Behavioral Segmentation. Incorporate demographics, geographic, psychographic and consumption behavior data to further segment by individual wants and needs.
• Attitudinal Segmentation. Combine primary research and customer data to define the customer’s needs, preferences and satisfiers in relation to your offering.
• Preference Segmentation. Utilize the knowledge of wants, needs and historical behavior to determine future interactions.