O'Reilly logo

Key Business Analytics by Bernard Marr

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

45

Customer segmentation analytics

What is it?

Customer segmentation analytics is the process of finding sub-groups or segments within the overall market. Traditionally, this type of analysis was used in direct marketing where the target audience was sliced up based on geographic, demographic or psychographic information so as to target smaller sub-groups with particular offers that would be most appealing to that segment of the market.

Being able to assess all your customers and split them up into various segments that might buy more of one product than another or buy more often allows you to tailor your marketing and communication efforts. These segments then benefit from a customised marketing plan which helps to increase customer satisfaction ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required