Customer segmentation
Segmentation is the root of winning propositions – only by understanding your audience and who to target, can you find growth. But traditional segmentation needs a rehaul. Complex and expensive, by the time most segmentations are built, the market has already moved. And without clear direction, many risk going unused.
Iterative model
Armed with an in-house data science team, our approach is fast and nimble. We design segmentations that can be flexed according to business needs, with opportunity to test and learn along the way. Backed by statistical rigour, shaped by the intuition to know when a segment truly feels right.
Business buy-in
Getting stakeholder engagement from the off is key to creating a segmentation that sticks. We facilitate conversations and workshops with stakeholders – meaning the final segments feel truly co-created.
Business-wide activation
Typing tools and database tagging is just one half of creating a segmentation with longevity. But activation shouldn’t wait till the end – our segmentations are designed with every business unit in mind, whether it’s to be used for CRM, media buying, or proposition design. Our suite of creative outputs are tailored to each of these units – with materials that focus more on application, than simply ‘bringing to life’ segments.
Our experience
Whether super-charging your existing segmentation or building one from scratch, our approach gives you clarity on who to target and how. Here’s just a few examples of our work
Frequently asked questions
What are the main steps in segmentation analysis?
Our in-house data science team produce multiple models for us and our clients to assess. The best models must have statistical rigour, targetable sizes with no one segment far outweighing another, clear differentiation between segments, and differentiation on metrics that sit outside of the model. They must also pass the ‘gut feel’ test – the best segments feel intuitive, relatable and easy to explain.
What is the difference between customer segmentation and persona mapping?
Customer segmentation groups consumers into distinct audiences based on shared characteristics, either demographic, transactional, or attitudinal. Personas are often part of our outputs – a visual profile on each segment that brings them to life and details their motivations and decision drivers.