Micro Segmentation

Segment Centric Approach

Today's highly competitive market environment demands that firms design their proposition around customer needs. Marketing managers must therefore have a clear understanding of their customers. The market has become diversified with customers becoming more sophisticated than ever. Their unique needs and attitudes are constantly changing, making it essential for marketing managers to be "on top of their game" and plugged into the market they serve.

The traditional art of marketing is coming to rely more and more on science, with coherent methodologies and scientific techniques being put into use. Companies today are constantly accumulating multi-dimensional customer data and using techniques such as data mining to gain a better understanding of their customers. However, current data mining techniques are far from adequate for a variety of reasons: Data mining tools require raising an hypothesis which could influence the accuracy of the results; they require the services of a statistician which in itself is a scarce resource; the process is long; and ongoing access to the data, tools and statisticians is severely limited to the marketing manager. All these adversely impact TTD (Time to Decision) causing marketing managers to rely on their intuition more than on available data.