A good understanding of customer segmentation is an essential foundation for effective customer strategies. The idea is to determine the best groups or segments and a matching set of characteristics for each group, so you can target them with a finely tuned mix of marketing and sales programs. The trick is figuring out what these segments should be.
While there are many ways to segment customers, ASA uses a powerful clustering approach to segmentation. Clustering lets the data determine what the most natural groupings are. This approach has proven to be a very robust way to determine market and customer segments. In many cases, outcomes from cluster analysis challenge long-held beliefs about a company’s customer or market segments.
Typical benefits from customer segmentation include:
- More cost effective marketing through tailored marketing programs
- Cost savings by eliminating portions of campaigns that are poorly targeted
- Higher operating efficiencies by focusing resources on the most productive segments
- Higher customer satisfaction from programs that have more relevance to each segment
ModelMAX® is ASA's powerful yet easy to use, predictive and descriptive modeling software that provides a fast and easy way to develop segmentation cluster models.
Highlights:
- Create segmentation models using your own data in just minutes
- Easily assign segment codes to each customer record for use in sales and marketing programs
- Tap into the power of neural networks for organizing complex multi-dimensional data
- Perform detailed analysis on each segment for deeper customer insight
|
|
|
