To understand the customer base, it's important for the marketing departments of any company to assess the customer base and create distinct groups of individuals with common characteristics. These groups with common characteristics are called segments. This market segmentation technique then enables the implementation of strategies tailored to each recognized segment.
Market segmentation is generally based on the following segmentation criteria: + logo
Depending on the data approach, there are two different methods for creating segments.
One, the a priori method, is based on criteria defined by data analysis or logic. It results in the creation of personas, and this segmentation is considered hypothetical.
The other approach, the a posteriori method, is based on observation and highlighting commonalities between users. In this case, segmentation is described as concrete.
Relevant segmentation must :
- Offer differentiated packages: the individuals making up each segment respond differently according to the solicitations received.
- Be profitable: all identified potential customers must be included in the segments and form part of the target audience.
- Be accessible: all users must receive personalized, targeted communications. No segment can be ignored.
The success of a marketing segmentation depends on the data collected on an ongoing basis, and the processing proposed. Indeed, an analysis carried out several months ago cannot be considered valid at the present time, and therefore the marketing strategy decided upon at the time is still profitable today. Continuous analysis is one of the reasons why companies are turning to Data Quality Management strategies.
Data Enso can support you in this key stage for your company and future strategies. Through our range of solutions , we optimize the collection, validation and verification of your data, whether integrated into your forms or as corrective ad hoc processing.
Your strategic decisions and sales growth must be based on data whose veracity, quality and reliability are indisputable.
