Helping you achieve profitable sustainable growth ™
We help clients create and implement customer segmentation. It is a key tool in focussing both tactical and strategic marketing activity around the greatest profit opportunities.
Businesses who do not segment their markets or customers and treat them all the same are at a competitive disadvantage
In simple terms it is the foundation that allows a business to provide more relevant products, services, experiences and communications which in turn improves profitability. It ensures the marketing budget is better targeted and more effectively spent.
Not all customers are created equal. Scarce marketing resources need to be directed at the most valuable segments and not spread evenly and thinly across the entire customer base. Knowing who your best customers are and knowing how to acquire more of them is an important first step. This insight alone can dramatically improve the ROI of both customer retention and acquisition.
The Pareto Principle is not just a theory but a reality. We have helped clients uncover their most profitable segments. In one case Best Customers made up 15% of customers but accounted for 65% of sales and profit.
We use multi-dimension segmentation including
This multi-dimension approach uncovers unique insights and allows a business to take advantage of previously untapped profit opportunities .
We have helped clients create a 360 degree view of their customers by combining multiple data sources from inside and outside of the organisation and have identified for each segment:
• Customer Spend by category
• Customer Satisfaction by Touch Point
• High Street behaviour (Market Share by product category)
• Customer Engagement by marketing channel
• Brand Advocates and Detractors
• General Attitudes
This in turn has directed category management , product development, the customer service plan and the marketing plan ensuring joined up customer driven activity
The single customer view allows you to know your customers and potential customers better than the competition and improve marketing effectiveness significantly
Multi Channel Marketing
PPC Search Marketing
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