A methodology that yields outstanding results greater than the sum of its parts
How do you take into account customers that may not currently be profitable but have the quality/characteristics of profitable customers? How can you effectively maximize the value of several distinct categories of customer data?
Industry experts are advising marketers to develop special marketing practices to deal with the realities of today's economic environment. Some of the best advice includes making customer insight core to the organization, focusing on retaining best customers, using analytics to optimize channel selection and partnering with market research.
Readers of this white paper will learn:
- The Value of Customer Data and 360º Customer Segmentation
- Customer Segmentation Methods
- How to Leverage the Four Major Data Sources
- A Sample Custom Metric
- The Six Recommended Survey Components for Implementing Segmentation
- How to Implement the new 360º Customer Segmentation Scheme
- Recommendations for Developing a Successful 360º Customer Segmentation