segmentation

BI

Degree of segmentation

• mass marketing
• segement marketing
• niche marketing: B to B company,FB
• micro marketing:可口可乐属于这个
• local marketing
• indicidual marketing

steps

1study base
2creating pfofile,target,how to communicate the message out
3

identifu basis for segmentation

地理 人口 心理（intrests.sbuscribe on,） 行为(internal data set,starbuks you always get same mocha)

identifu basis for segmentation (businesses)

地理
firmographic
operating style
behavioral
more complex,have to hirachy, how do you want to segment that, individual or house hold,

segmentation data

variables types
categorical
numerical

key identifiers
individual/ costomer ID organization names
custom ID

Data types
structured
unstructed
sourcs
company internal
external

data consideration

most of the time clean data

do some company buy data from other company?
a lot of money

base for wearable tech

methods for segmentation

RFM （recency frenquency monetary）
K-means clustering
latent

requirement for effective segment

measureable
accessible
substantial
differentiable:核心前提
actionable
manageable

7~10个segment
%of population for each segmentat
demonstrated historical success with segment
additional costs
segmentat growth
penetration / saturation

tracking segment over time

performance:

test and learn
response rate
revenue and margins

composition:

exist?
re-evaluate
have the segment morphed in any way?

limitations

1 比mass marketing 更costly
2 yields a composite of individuals
3 significane organizational commitment and MOC

marketing resources optmization