Analytics Portfolio

Customer and market segmentation

Understand how each group of customers drives your business. Implement targeted approaches for each segment.

Gather available customer information

  • Demographics: age group, gender, education, socio-economic status, area of residence
  • Behavioral: Purchase history, preferences, frequency, recency, ads viewed, search history
  • Channel: Stationary retail, mobile
  • Payment types
  • etc.

Build clusters

Apply clustering methods to identify segments displaying similar preferences and behavior patterns. It is often useful to also define a reference type for each segment.

Describe customer segments

Create descriptions of each segment and reference type, starting from .

  • product preferences
  • affinity for innovations or special services
  • price sensitivity
  • affinity for different marketing activities
  • preferred mode of communication
Make sure that these descriptions are actionable, e.g understand which information is available – and can be acted upon – during which type of customer interactions.

Targeted marketing plan

Roll out a segment based marketing plan,including

  • targeted products
  • targeted pricing
  • preferred media types
  • communication guidelines
  • promotional activity
  • adequate service level

About me

I am a consultant and project manager in marketing and business analytics. Having worked in the area for more than 15 years and having led the Data Science and Analytics teams at IRI Germany from 2009 to 2016, I am now again working as an independent consultant focusing on applications of Big Data and AI in marketing.

Quantitative Consulting

Boris Vaillant - Quantitative Consulting 17

QC 17