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Coonoor Behal

The Death of Consumer Segmentation? | CMO Strategy - Advertising Age - 0 views

adage.com/...135961

customersegmentation productaffinity Apple Amazon consumer marketing

shared by Coonoor Behal on 08 Jan 13 - No Cached
  • the rather static definition of consumer segments is becoming less reliable in our extremely volatile society, especially in today's economic climate. A consumer's lifetime value may have decreased significantly in the past six months, a fact not reflected by any segmentation method. A person might be out of a purchase cycle for a particular product because of a significant household change
  • These life-changing events are becoming more difficult to predict because consumers live their lives on a much less traditional path than they did 10 or 20 years ago.
  • consumers are never just part of one segment. Rather, they feel, rightfully, that they belong to a multitude of segments.
  • ...7 more annotations...
  • This individual belongs to three segments with different behavior patterns, product affinities and interests -- depending on the time of day or the day of the week. This is particularly true for the growing multicultural groups in the U.S. who are moving through several segment identities every single day.
  • consumers are gaining more control of any marketing activity. And they like it.
  • t's easier to let them choose and decide what is relevant for them than to predict relevance based on any expensively calculated segment identity. This is a plea to marketers for a stronger focus on enabling the consumer to self-segment.
  • following in the footsteps of Amazon in recommending segment identities by correlating the interest in one product to another. An investment in a smart product-affinity recommendation engine could be more worthwhile than spending huge dollars against micro-segmenting the consumer base.
  • wo of the most successful product and retail companies, Apple and Amazon, are not masters of consumer segmentation but experts in building relevant products that consumers choose.
  • They are far more focused on building and communicating relevance relationships than in micro-segmenting consumers by any kind of attributes.
  • consumer segmentation and self-segmentation have now entered the stage of becoming equal forces in today's marketing discipline.
Coonoor Behal

How to Perform Customer Segmentation - YouTube - 0 views

www.youtube.com/watch

segmentation customers customer

shared by Coonoor Behal on 26 Nov 12 - No Cached
  • Coonoor Behal on 26 Nov 12
     
    Quick video on how to do customer segmentation for a strategic plan
Coonoor Behal

Components and results of the Job Seeker Classification Instrument | Department of Educ... - 0 views

deewr.gov.au/eker-classification-instrument

Australia work JSCI classification employment customized segmentation

shared by Coonoor Behal on 13 May 13 - No Cached
  • Coonoor Behal on 13 May 13
     
    "The factors are: age and gender recency of work experience job seeker history educational attainment vocational qualifications English proficiency country of birth Indigenous status Indigenous location geographic location proximity to a labour market access to transport phone contactability disability/medical conditions stability of residence living circumstances criminal convictions personal factors"
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