Segmentation

Data science can help you to understand your customer segments—and discover new opportunities.

That’s because the traits that define your customer are much broader and complex than basic demographics.

Today, it is not enough to know your customer’s age, gender, location and income. Now, we must also know how, when—and why—they are encountering your brand or product/service

By the time a customer engages with your company, they have traveled through almost 60% of their decision journey. What used to be a very linear relationship has now evolved into something continuous. Customers are now always on, always engaged and always consuming information.

And they expect their interactions with your brand to have greater immediacy and personalization. That shift has resulted from the emergence of the broad spectrum of channels that customers use to interact with brands. including offline and online.

It’s all one company and one experience to your customer. They want you to know as much about them as possible, provide the right services and make them the right offer. Regardless of what channels they use to interact with your brand.

The days of one-size-fits all campaigns, massive email blasts and inflexible 12-month marketing budgets are over. How can your company be “present” and “relevant” throughout that 60% stage (and more) of the customer decision journey?

Brunner can help.

Our process for segmentation includes:

• Targeted audience identification
  • Deep dive on customer data: profiling, segmentation, persona development
  • Including both pre-established and complex, data-driven segments
• Customer/Market opportunity
  • Estimating total opportunity for products/services for specific customers/markets
  • Including share of wallet
• Transaction (sales) and interaction data mining
  • Data mining on the relationships between sales and marketing interactions
  • Including promotion analysis, product adoption-use, sales funnel analysis and UX
• Marketing mix strategy
  • Strategic planning at the segment level
  • Including channel, product, pricing, distribution, merchandising and customer service