Segmentation takes a large group of relatively diverse people & splits it into smaller, more similar sub-groups. The analysis can be run on locational, behavioural & attitudinal data to create a geo-demographic style solution, or it can be run on consumer's behaviour within a certain market to create a market specific solution.

Better understanding of the differences between those customer segments inherent within your customer data can help you target your marketing activity more effectively & can be used to drive customer communication & retention programs.

The design stage is vital to achieving a good solution as it is essential to ensure that all dimensions that may have a bearing on the solution are represented effectively in the modelling data. Our experts will be on hand to advise on the design & pre-processing of the data using techniques such as principal component analysis to derive key metrics that can help define the key differences between people.

Once a segmentation has been created profiles of the individual segments can be built up to help better understand the differences between the behaviour & composition of consumers in the various segments. For example a segmentation could be based on people’s attitudes to technology, but could be profiled based on the demographic differences between the segments.