SlideShare a Scribd company logo
1 of 45
Segmentation Best Practices
Rules of Thumb for Effective Segmentation and
Three Case Studies




April 29, 2010
Today’s Webinar

    • Who is Chadwick Martin Bailey?

    • Today’s Speakers

    • Segmentation Best Practices

      • eBay Buyer Segmentation Case Study

      • GE Healthcare Case Study

      • EA Sports Case Study

    • Q & A (please enter questions into the webex Q & A feature and we’ll answer
      them at the end)




2
Poll Question #1: What is Your Biggest Challenge to
    Successful Segmentation Projects?

    A. Convincing the organization to prioritize some segments over others
    B. Creating internal buy-in
    C.   Getting information used by front line employees
    D. Naming the segments
    E.   Keeping the segmentation “fresh”
    F.   Creating globally-relevant segmentation
    G. Sizing the segments
    H. Back strains associated carrying with 100+ slide .ppt decks




3
Chadwick Martin Bailey:
    Company Facts
    • Founded in 1984
    • 55 Employees
    • Headquartered in Boston
    • Global, Full-service Provider
    • Fully Dedicated
      Retail, eCommerce, Technology,
      Financial Services, and Travel
      and Hospitality Practices
    • Sweet Spot: when you want a
      supplier who will provide
      original ideas, not just a
      response to an RFP



4
Our Clients:
We Partner with Leaders in a Range of Industries




5
Chadwick Martin Bailey:
    Our Specialties

                                 Finding the high potential growth opportunities and providing
          Segmentation
                                 direction on ways to realize the growth


        Customer / Brand         Driving customer acquisition and market share by linking customer
           Experience            experience to the brand message


      Product and Service        Research to support the development, positioning, and launch of
         Development             new products and services


    Customer Experience and Research to enhance (retain and build) relationships with key
           Loyalty          customers




6
Today’s Speakers:
    Brant Cruz and Jeff McKenna




               Brant Cruz               Jeff McKenna
               Vice President           Senior Consultant
               Chadwick Martin Bailey   Chadwick Martin Bailey




7
Segmentation Best Practices
Poll Question #2: Your Last Segmentation Was Like
Which TV Show?
A. Cheers: Great when it was done and lived on successfully after the fact
B. Lost: It was complex, oft confusing, and enjoyable - and you’re still hoping
   that it ends well
C.   Two and a Half Men: It was fun while it lasted but ultimately useless
D. American Idol: Picking a scheme became a popularity contest, not a merit
   contest
E.   The Jay Leno Show: The findings were good on paper but it didn’t quite work
     in reality
F.   All in the Family: The core team was happy with it, but the rest of the
     company thought you were “Meatheads”
G. Buffy the Vampire Slayer: Just one nightmarish scenario after another
H. The Hills: Lots of style, very little substance
I.   This is a stupid question, let’s move on
There Are Several Approaches to Creating Customer
     Segmentation

                                       Attitudinal /
                                      Psychographic
                                       or Lifestyle                           Behavior-
              Demographic /
                                                                               Based
                LifeStage
                                                                             usage patterns
                                                                             and purchase /
                                                                              sales volume

                                                        Feature
                                                       Preference
                              Geographic /
                               Household

                                                                     Motivational-
                                                                        Based
                                                                    core needs, attitude,
                                                                        or barriers




10
Best Practices of Segmentation:
     Rules of Thumb for Best Results
     • Start with the End in Mind: Determine how the segmentation will be used
       before you begin
     • Allow for Multiple Bases: Take a comprehensive, model-based approach, that
       incorporates all potential bases
     • Have an Open Mind: Let the segments define themselves
     • Anticipate Tradeoffs: Segmentation schemes have different strengths and
       weaknesses
     • Leverage Existing Resources: Harness the power of your internal databases
     • Create a Plan of Action: Focus on internal deployment from the start




11
Start with the End in Mind:
     Create a Plan And Stick To It
     Business Decision                                                 Information Needed to Decide
            Choose the optimal             • What are the needs, goals preferences, experiences, knowledge, barriers, occasions
     #1     segmentation scheme/ which       and characteristics for agents and consumers?
            high potential segments to     • Which basis for segmentation will strike the best balance between being predictive
            focus on                         of preference/behavior and reachable, scalable and sustainable?
                                           • What is the size of each segment?
                                           • What is the realistic potential for each segment?
            Align Marketing / Sales        • What are the needs, goals preferences, experiences, knowledge, barriers, occasions
     #2     strategies with target           and characteristics for agents and consumers?
            segments                       • Where is there disconnect between current marketing/sales activities and the facts
                                             above?
                                           • What are the “Themes” (product groupings; others?) that run through the
                                             segments?
                                           • Which positioning will best resonate with and motivate each segment?
                                           • Which segments should be served by sales staff?
                                           • What are the preferred marketing/sales communication channels, by segment?

            Choose high potential new      • Which new products/services have the greatest potential with which segments?
     #3     product/service concepts for   • What “permissions” will be granted by each segment?
            further development




12
Allow for Multiple Bases: Account for Everything that
     Might Influence Behavior

                                         2
                                                                         4
                                    Customer Goals
                                   Products/Services
                                     Competitors


            1            Unmet Needs              Preferences
                                                                          Image
                                                                      Value Drivers
                                                                   Competitive Position
                                                                                                         Initial Purchase
                                                                                                      Re-purchase (Loyalty)
       CHARACTERISTICS                                                                               Cross-Purchase (Loyalty)
        Psychographics                                                                                      Advocacy

          Attitudes                              Relative Brand
                          Knowledge                                            Choice                     Behaviors
        Demographics                                 Value

           Values
           Lifestyle
                         Relationship
                         Performance
                                         Staff
                                                  Satisfaction
                                                  Expectations &
                                                    Problems       3                      Availability


                                       Product
                                   Support Services
                                   Channel Features
                                     Competitors




13
Have an Open Mind:
   Let the Segments Define Themselves
                                                                    Segmentation
                                                                       Criteria
                                                   INDEPENDENT                                         PROFILE &
           EXPLANATORY MODEL                                                                                                      USE OF
                                                  SEGMENTATION       ANALYSIS       SCHEME          EXPLANATION OF
       LINKED TO BUSINESS DECISIONS                                                                                            SEGMENTATION
                                                   BASES IN Q’RE                                       SEGMENTS
Company View             Prospect View            Goals & Needs     Optimization   Hierarchical                                Company View
•Mission                                                                                                                      •Specific
                                                                                                                               Performance
•Market Strategy               Goals                Occasions &                                                                Gains
                                                                      Narrows                               Goals
 (Acquire, Re-                (Needs)             Decision Making
                                                                                                           (Needs)
 sell, Cross-sell,                                                      many                                                  •Market Strategy
 new products,                                                       potential                                                 (Acquire, Re-sell,
 advocacy)                                         Behaviors &        schemes        And/or                                    Cross-sell, new
                             Behaviors               Behavior        down to a       Matrix               Behaviors            products,
•Value                                              Intentions        few that                                                 advocacy)
                                      Behavior                          work
 Proposition(s)                                                                                                   Behavior
                                     Intentions
                                                                                                                 Intentions
                                                                                                                              •Value
•Pricing Strategy                                 Preferences for                                                              Proposition(s)
                              Decision              products &                                             Decision
                              Making
•Tactics                                          pricing models                    And/or                 Making
                                                                                                                              •Pricing Strategy
 Communication                                                                      Clusters
                     Performance   Expectations
 s                                                                                                Performance Expectations    •Tactics
 POP                                                Company &                                                                  Communications
 Product                                            Competitor                                                                 Operations
 Portfolio                                          Evaluations                                                                Product Portfolio
 Channels                                                                                                                      Channels
 Sales                                                                                                                         Sales
                                                  Characteristics




14 COMPANY                PROSPECT
Anticipate Tradeoffs: Solutions Will Have Different
     Strengths and Weaknesses


                           Clearly Defined     Marketing Strategy   Database Scoring
                         Addressable Targets        Clarity            Accuracy


             Scheme 1


             Scheme 2


             Scheme 3


             Scheme 4




15
Create an Action Plan: Involve Stakeholders Who You
     Need to Buy Into the Results
         AGENDA ITEM 1           AGENDA ITEM 2              AGENDA ITEM 3                AGENDA ITEM 4                   AGENDA ITEM 5
        Introduction &          Segmentation                Defining the            Hypothetical Segment               Confirm Project
           Warm up             Basics & Process          Business Decisions            Brainstorming                     Alignment
          (15 minutes)            (30 minutes)                   (1 hour)                     (1.5 hours)                   (45 minutes)
     • Name                  • What is it?              • Explanation of Business • Goals: to accelerate the         • Review original
     • Title                 • Why do you do it?          Decision Worksheet        questionnaire design process;      proposal and anything
                                                        • Stakeholders split up     and ensure we don’t miss any       that has come up from
     • Responsibility Area   • Different types                                      important segment-defining         the previous steps
                                                          into their core teams
     • Zodiac Sign           • Different bases                                      concepts                         • Do the sample groups
       (this does have a                                • Each team brainstorms
       purpose)
                             • Guiding principles         the decisions you want • Each team: brainstorm               and sizes still make
                                                          to make based on this     segments you think exist           sense?
                             • Evaluation Criteria
                                                          research, your current • Put each segment on a post-it     • Are there new decisions
                             • How long does it take?
                                                          hypotheses, and           note with some defining            that must be made that
                             • Where we’ll want           information you need to characteristics                      are not covered in the
                               involvement from the       make decisions                                               proposal?
                                                                                  • Together, we brainstorm a
                               broader team
                                                        • Regroup and compare       long list of measures that may
                                                          notes; supplier           define each segment for
                                                          consolidates              possible inclusion in the
                                                                                    questionnaire




16
Create an Action Plan:
     Choosing the Best Scheme Is a Team Effort

              The “Mrs. Cavanaugh”
              Homework pre- and post- plane that allows you to get to know schemes we’ve
              narrowed down



              The “Daniel Webster”
              Start by letting anyone who wants to make a compelling case for their scheme




              The “Keanu Reeves”
              Force people to defend a scheme they don’t like




              The “Crossword Puzzle”
              Find segments from your favorite scheme hidden in other schemes




17
The Beauty of Predictive Questions

      What are they?                                   How can I use them?
          1. A short list of questions (1-2 minutes)   • They are a tool that can live long
                                                         after the segmentation study
                                                         concludes, and can be used in a
                                                         number of ways. Typically we see
                     ?                      ?            clients use them in…

          ?                      ?                        • Qualitative or quantitative follow
                                                   ?        ups to learn more about ‘target’
                                                            segments – such as ad testing,
                                                            concept development, etc.
               2. That feed an algorithm
                                                          • Sizing target segments




      3. That scores respondents into a segment

18
Poll Question #3: How Often Should You Refresh Your
     Segmentation?

     A. Every year
     B. Every 2-3 years
     C.   Every 4-5 years
     D. Every time a significant change in your business occurs
     E.   It should live on forever




19
A Few Details About Our Approach

     • Multi-faceted questionnaire                 • Multiple state of the art analytical
       • Allows us to look at multiple bases for     techniques
         segmentation                                • Headlined by Latent Class modeling
       • And to profile them thoroughly              • Backed up by CHAID/CART
     • Employ trade-off techniques                 • Efficient tools to quickly evaluate
       • Discrete Choice (a form of conjoint)        every potential scheme
         and/or Maximum Difference Scaling         • Magic questions and database
         (elegant in its simplicity)
                                                     scoring for ongoing targeting and
       • Provides great variation on the             increasing your knowledge base
         measures, and therefore great as a
         base for segmentation
       • Usually reserved for key real estate
         (like “needs”)
       • Eliminates by-country scale use biases



20
Comparing Approaches

        Issue           Common Approaches             Our Approach                             Benefits of Our Approach

                         Trying to make the                               • Actionability is guaranteed because engagement is focused on
                                                      Focus entire          decisions from the start
                          study relevant to
Decision Making            decisions after
                                                     engagement on
                                                                          • Questionnaire stays on-topic and is focused
                                                    business decisions
                               the fact                                   • Reporting is concise and relevant to business issues
                                                                          • Develop the best segmentation scheme from each base (and
                          Focus on one base                                 combination of bases). Evaluate them against each other along
Segmentation                                        Multiple bases of
                        (e.g., a priori, needs /                            several key business criteria
Base(s)                                              segmentation
                             preferences)                                 • Benefit: we choose the best scheme without preconceived
                                                                            biases
                                                                          • Commonly used analytical techniques have advantages and
                                                                            disadvantages
Analytical                                             Use multiple
                        Use single technique                              • Our experience shows the best segmentation may come from
Technique(s)                                            techniques
                                                                            any of these techniques; learnings from one technique can be
                                                                            used to inform the others
                        Mathematical results
Criteria for Choosing    are the sole criteria     Mathematical results   • Actionability, Accessibility, Simplicity, and Consistency are also
a Scheme                (e.g., homogeneity of       are only one input      key inputs
                               segments
                                                                          • We detail the best candidate schemes and discuss the pros and
Final Recommended                                                           cons of each with you
                                                       Is developed
Segmentation              Is dictated by you
                                                          with you        • “Selling” the results is easier; we work with you and your
Scheme…                                                                     stakeholders to determine the business criteria against which
                                                                            each solution will be judged
Making Segmentation Actionable
A case study of Best Practices in action
Project Fast Facts

     • Planning
       • 10 group needs assessment interviews with 18 key stakeholders across multiple responsibility
         areas and 3 countries
       • 10 eBay team members where heavily involved throughout, representing all three markets
     • Questionnaire Design
       • Many iterations of the questionnaire, including 4 full days of onsite questionnaire planning and
         “finalizations” (Boston and London)
       • Shopping and Retailer Needs traded off using Maximum Difference Scaling
     • Data Collection
       • More than 20,000 interviews across US, UK and DE (25 minute online questionnaire)
     • Analysis
       • More than 20 schemes produced, profiled and evaluated by CMB
       • Using multiple segmentation bases and multiple techniques (Latent Class, CHAID, Hierarchical/K-
         Means)
     • Choosing the Winner
       • 3 Days in Berlin to discuss the 5 best schemes
       • 15 people, 8 structured exercises, countless debates
23
Bringing Buyer Segments to Life at eBay

     • Workshops and presentations to 2000+ employees
     • Incorporation of target segments into annual strategy and leader’s meetings
     • Employee online quiz with printable certificates
     • 80+ hours of ethnographic research create a documentary and personas
     • The “Ultimate Buyer Challenge” Offsite Program
     • Buyer segments shared with Top Sellers at Annual eBay eCommerce Forum




24
How Are Things Different?
     Outside of eBay
     • New Internal Lexicon:
        • Laser focus on the target buyer
        • Understanding who you are ‘for’…priceless
     • A lens to incorporate into
       testing and analytics
        • Data warehouse is scored!
     • eBay now has a Buyer Building
        • Buyer segments decorate the
          buildings & cubes
     • Segmentation extended to 8 total
       countries




25
How Are Things Different?
     Outside of eBay
     • New Advertising Campaign:
       • “Shop Victoriously” replaces “It”
       • New “Windorphins” campaign




26
Segmenting for New Markets
A case study of Best Practices in action
… And long-term direction for future game development




28
Making Segmentation Matter Among Primary Targets

                                                                                                  Each group is profiled and named to attach a
                                                                                                  personality to the market segments as shown
                                                                                                  on the next slide

     Making it matter             Group 1                     Group 2                     Group 3                     Group 4
                           For me, both gaming and I am so happy I bought          I'm your stereotypical     I love gaming - however
                           fitness is all about having the Wii! I would never      gamer. I love video        not quite as intensely as
                           a winner and loser!         EVER pay for that           games! I'm the guy in      Group 3. Rather than
     Segment Highlights                                expensive gym that          line for the hottest new   the challenge of a video
                                                       Groups 1 and 5 and go to.   release, and I spend a     game, I'm more about
                                                                                   fortune on technology.     the graphics.

                                                      A fitness alternative
     Products/Services                                that’s less expensive than
     to Build and Market                              the gym, that’s simple
                                                      and convenient to do.
                                                      Perceived cost
     Barriers to
     overcome

                                                      When found online they
                                                      are most likely on a
     Where to find them                               shopping site like
                                                      Amazon.com




29
Graphics Greg
THIS IS WHO I AM…
Here we provide a profile of “Greg” in his own words.                  Segment size
                                                                                            VALUE
Likes, dislikes, media uses and gaming activities.                                          Level of interest and spend
                                                                                                                                          High
 Segment profiles put a face on the segment in                                                                                    XX%    % interested in
 “their own words” so information users can
 develop messaging and targeting strategies
                                                                          XX%               EA Sports Brand Awareness:   XX%
                                                                                                                                        product concept


 more effectively                                                                           FITNESS ACTIVITY
                                                                                            Level of fitness activity and types
                                                                                            of activity
                                                                                                                                          High
WHERE TO FIND THEM…
                                            Skew male (61%), middle-aged, and                                                     XX%       % workout
                                                                                                                                         weekly or daily
    I’ll go to the gym as soon as           slightly more likely than others to be
         I finish this FIFA 2009            in Germany (13%).
       game… the graphics are
                                            When online they frequent shopping
                  insane!                   sites, weather sites, video sites, and          Currently on a diet: XX%
                                            movie review sites.
                                                                                            GAMING ACTIVITY
                                                                                            Level of fitness activity and types
                                           Children living at home: 35%
                                                                                            of gaming activity                            High
                                                  XX% XX% XX% XX% XX%
                                                                                                                                  XX%
                                        AGE




                                                                                                                                          % play games
                                                  13-17   18-29   30-49   50-64       65+
                                                                                                                                         weekly or daily
                                        GENDER




                                                          61%              39%              CONSOLE OWNERSHIP
                                        COUNTRY




                                                  66% 9%          4%      9%          13%      XX%         XX%           XX%
                                                                                               Wii         PS3         Xbox 360
Recommended Strategy

                                                    100%
                                                                                                                                                  Future Product
                                                                                                                                                   Consideration
                                             HIGH




                                                    90%                9%      Interest: xx%
                                                                                                            9%
                                                                                                                                                                       7%   Interest: xx%

                                                                                                                  Interest: xx%                             8%
                                                    80%
Gaming Activity
                  (% play weekly or daily)




                                                                                           Gateway
                                                                                            Product
                                                                                                                                            Interest: xx%
                                                    70%
                                                                                                                 15%     Interest: xx%

                                                    60%



                                                    50%          13%
                                             LOW




                                                                       Interest: xx%



                                                    40%
                                                           40%                   50%                  60%                   70%             80%                  90%               100%


                                                                  LOW                                                                                                   HIGH

                                                                                                                 Fitness Activity
                                                                                                             (% work out weekly or daily)



31
Segmenting Businesses
A case study of Best Practices in action
Let’s start with a familiar story

     • Have you heard your business use this combination:




                                                         Small
                Segmentation              &           Medium-sized
                                                         Large


          These statements lack customer values, beliefs, attitudes:
                       The language of marketing!



33
About GE Healthcare IT

     • Unit of GE Technology infrastructure
     • One of 6 Healthcare business units:
       Diagnostic Imaging, Clinical Systems, IT, Medical Diagnostics, Life
       Sciences, Surgery
     • Is a provider of EMR, Physician Office, Radiology, Pathology, and other IT
       systems
     • Healthymagination: Reducing costs, increasing
       quality & access to healthcare




34
About the product in question: PACS

     • What is a Picture Archiving & Communication Systems?
       • Digitally displays images from CT, MR, X-ray, Ultrasound, Flouroscopy modalities
       • Replaces the age of manually hanging film on a light box
       • Creates work lists for radiologist to manage case volume
       • Provides advanced imaging analysis tools to diagnose
         anatomical and metabolic disease pathways
       • ~ $2 Billion global market
     • Who are our customers?
       • Hospitals (Radiologists, Technicians, CIOs)
       • Outpatient Imaging Centers
       • Physician offices
       • Governments
       • Non destructive Inspection applications



35
Use Practical Discussions…

     • Who can you sell more hot dogs to?



                 160 lbs Kobayashi                380 lbs. Perry



                                            vs.



                   Firmographics do not tell the whole story




36
GE Healthcare needed to change

     • A classic firmographic split would drive decisions




                   <50,000                                   >50,000
                                            vs.
                  procedures                                procedures


             We knew that there were values…but we did not have
                the right language to properly describe them.



37
GEHC Faced 3 Key Challenges:


        Market         How can we increase the size of the pie? And increase share
       Challenge       of wallet?




      Information      What values define segments? What are they buying? And
       Challenge       from whom?




                       We try to be a lot of different things to a lot of different
        Identity
                       people, but we don’t know who we really are, and people are
       Challenge       out to get us.




38
How Do We Get From…


             …This                                 …To This




                                                    “Dr. Smith makes our business
       “Dr. Smith is                                 better”
        killing our         “Why do we listen to    “We should spend more time
        business”             Prestigious ACC        with Prestigious ACC University
                                University”          because they represent the
                                                     market segment we want”
            “Maybe we are not listening             “It’s OK to stop chasing segments
             to a profitable part of the             that we may not have the right
                      market”                        fit with”



39
Survey Breadth And Depth: We Considered Multiple
     Bases To Segment The Market

                      Government
                                                                          Details Collected                                        Details Collected

                                                         Firmographics        Specialty                 Future Goals               Usage & Upgrade
 Survey Focus




                                                         Firmographics        Location                  Behaviors & Usage Modalities & Integration

                         Hospitals                       Firmographics       Size & Type                Buying Behavior            Purchase Decisions

                                                         Values          Strategic Direction            Organization                    Staffing

                                                         Values          Vendor Relationship            Behaviors & Usage            Teleradiology

                                                         Attitude           IT savviness


                              OICs                                                         Sample of hypothesis explored:
                                                                                             Best-of-Breed Vs. Single Vendor
                                                                                               Self serve vs. Vendor Reliance
                    Physician Office                                                  IT Resources: Low/Basic vs. High/Complex
                                                                                          Upgrade Driver: Proactive vs. Reactive
                                                                                   Demand for Operational Efficiency: Low to High
                                                                                             Specialty focus: Strong vs. Weak




40              Source: GE PACS segmentation 2008/2009
The Quantitative Questionnaire Included Several Trade-
     Off Exercises
     • Maximum Difference Scaling to differentiate needs and preferences

     • Selection Lists – thoroughly addressing elements of value (and not costs)

     • Focus on how and why institutions make choices

       • The tradeoffs between value (received) and costs (given)




41
Leverage Attractiveness Measurements in the
     Segmentation Study If You Can



                                                                                    Segment C
                             Segment A

                                                                        Segment D       Market Average
               Index Alpha




                                                                                          Segment E



                                                                                      Segment B
                                                       Market Average




                                                     Index Beta


      Market sizes removed from graph; proprietary
42    Source: GE PACS segmentation 2008/2009
Tracking Results: Pilot Zone Program

                           Before                                     After
                         Funnel Hit Ratio                      Funnel Hit Ratio

        80%                                          80%

        60%                                          60%

        40%                                          40%

        20%                                          20%

        0%                                            0%
                  $1-4                      $5                 $1-4               $5


      • Disproportionate sales and service       • A quote on every segment 5 desk
        focus                                    • Executive presence & strategic
      • No specific hunting lists                  account reviews
      • One-for-all marketing strategy and       • Growth strategies driven by data
        programs                                 • Try and Buy programs to leverage
      • Shoot from the hip product                 radiologist user experience
        investments                              • Marketing elaborating benefits of the
                                                   partners segment

43
Success was based on achieving a clear vision to serve
     the right target

     The Data Told Us Our Target…                                   We Established Our Value Position…

     •    Buys on relationship
     •    Seeks strategic planning from vendor
     •    Expresses intimacy with GE executives                     Partnership Presence
     •    Wants to be heard and collaborate on ideas, features




     •    Increase volume with same amount of resources
     •    Have the highest PACS complexity (self ranked)
     •    Radiologist still most influential in purchase decision   Always Efficient
     •    Leading technologies and protocols that don’t need the
          kinks worked out



     •    Prefers focus on satisfying referring physicians
          (vs. patients) and staff
     •    Seeks improved collaboration with referring on
          complicated cases                                         Satisfied referring & staff
     •    Looking for more efficient, but personal communication
     •    Looking to expand beyond inpatient services




44       Source: GE PACS segmentation 2008/2009
Q&A:
Enter Your Questions in the Webex Browser




                   Brant Cruz                                                  Jeff McKenna
                   Vice President                                              Senior Consultant
                   Chadwick Martin Bailey                                      Chadwick Martin Bailey
                   Bcruz@cmbinfo.com                                           Jmckenna@cmbinfo.com




   Follow us on twitter @cmbinfo , Read our blog at blog.cmbinfo.com or become a fan on Facebook




         179 South Street, Boston, MA 02111 ● 617-350-8922 phone ● 617-451-5272 fax www.chadwickmartinbailey.com

More Related Content

What's hot

Go to market strategy
Go to market strategy Go to market strategy
Go to market strategy Infocrest
 
Go to market strategy and marketing objectives
Go to market strategy and marketing objectivesGo to market strategy and marketing objectives
Go to market strategy and marketing objectivesdirectionswitch10
 
Go To Market Strategy for Startups
Go To Market Strategy for StartupsGo To Market Strategy for Startups
Go To Market Strategy for StartupsPRT Systems
 
Product Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleProduct Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleParesh Baghel
 
Go to Market Strategy
Go to Market StrategyGo to Market Strategy
Go to Market StrategyRajiv Netra
 
IBM Go to Market Strategy
IBM Go to Market StrategyIBM Go to Market Strategy
IBM Go to Market StrategyNeil Alcantara
 
Product Marketing Plan Playbook
Product Marketing Plan PlaybookProduct Marketing Plan Playbook
Product Marketing Plan PlaybookDemand Metric
 
Consumer Segmentation - Introduction to Branding
Consumer Segmentation - Introduction to BrandingConsumer Segmentation - Introduction to Branding
Consumer Segmentation - Introduction to BrandingRai University Ahmedabad
 
Sales Segmentation & Qualification for B2B SaaS Companies
Sales Segmentation & Qualification for B2B SaaS CompaniesSales Segmentation & Qualification for B2B SaaS Companies
Sales Segmentation & Qualification for B2B SaaS CompaniesGuillaume Lerouge
 
Go To Market Strategy - How To Create Profit Generating Sales & Marketing Str...
Go To Market Strategy - How To Create Profit Generating Sales & Marketing Str...Go To Market Strategy - How To Create Profit Generating Sales & Marketing Str...
Go To Market Strategy - How To Create Profit Generating Sales & Marketing Str...Go To Market Consulting LLC
 
Go-To-Market Strategy – Five Steps
Go-To-Market Strategy – Five StepsGo-To-Market Strategy – Five Steps
Go-To-Market Strategy – Five StepsMBA & Company
 
Product Launch Go To Market Strategy PowerPoint Presentation Slides
Product Launch Go To Market Strategy PowerPoint Presentation SlidesProduct Launch Go To Market Strategy PowerPoint Presentation Slides
Product Launch Go To Market Strategy PowerPoint Presentation SlidesSlideTeam
 
Go-to-market Framework
Go-to-market FrameworkGo-to-market Framework
Go-to-market FrameworkDemand Metric
 
Go to Market 101
Go to Market 101Go to Market 101
Go to Market 101vinodharith
 
Go to market strategy Autofit Pvt. Ltd. - kapil rawal
Go to market strategy Autofit Pvt. Ltd. -  kapil rawalGo to market strategy Autofit Pvt. Ltd. -  kapil rawal
Go to market strategy Autofit Pvt. Ltd. - kapil rawalAryanGupta191
 
B2B Market Segmentation and Analytics
B2B Market Segmentation and AnalyticsB2B Market Segmentation and Analytics
B2B Market Segmentation and AnalyticsMatch2Lists
 
marketing-strategy-ppt
marketing-strategy-pptmarketing-strategy-ppt
marketing-strategy-pptRavinder Varma
 

What's hot (20)

Go to market strategy
Go to market strategy Go to market strategy
Go to market strategy
 
Go to market strategy and marketing objectives
Go to market strategy and marketing objectivesGo to market strategy and marketing objectives
Go to market strategy and marketing objectives
 
Go To Market Strategy for Startups
Go To Market Strategy for StartupsGo To Market Strategy for Startups
Go To Market Strategy for Startups
 
Product Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_SampleProduct Strategy and Go to Market Model_Sample
Product Strategy and Go to Market Model_Sample
 
Go to Market Strategy
Go to Market StrategyGo to Market Strategy
Go to Market Strategy
 
Go-To Market Plan
Go-To Market PlanGo-To Market Plan
Go-To Market Plan
 
IBM Go to Market Strategy
IBM Go to Market StrategyIBM Go to Market Strategy
IBM Go to Market Strategy
 
Product Marketing Plan Playbook
Product Marketing Plan PlaybookProduct Marketing Plan Playbook
Product Marketing Plan Playbook
 
Consumer Segmentation - Introduction to Branding
Consumer Segmentation - Introduction to BrandingConsumer Segmentation - Introduction to Branding
Consumer Segmentation - Introduction to Branding
 
Sales Segmentation & Qualification for B2B SaaS Companies
Sales Segmentation & Qualification for B2B SaaS CompaniesSales Segmentation & Qualification for B2B SaaS Companies
Sales Segmentation & Qualification for B2B SaaS Companies
 
Go To Market Strategy - How To Create Profit Generating Sales & Marketing Str...
Go To Market Strategy - How To Create Profit Generating Sales & Marketing Str...Go To Market Strategy - How To Create Profit Generating Sales & Marketing Str...
Go To Market Strategy - How To Create Profit Generating Sales & Marketing Str...
 
Go-To-Market Strategy – Five Steps
Go-To-Market Strategy – Five StepsGo-To-Market Strategy – Five Steps
Go-To-Market Strategy – Five Steps
 
Product Launch Go To Market Strategy PowerPoint Presentation Slides
Product Launch Go To Market Strategy PowerPoint Presentation SlidesProduct Launch Go To Market Strategy PowerPoint Presentation Slides
Product Launch Go To Market Strategy PowerPoint Presentation Slides
 
Marketing strategy
Marketing strategyMarketing strategy
Marketing strategy
 
Go-to-market Framework
Go-to-market FrameworkGo-to-market Framework
Go-to-market Framework
 
Go to Market 101
Go to Market 101Go to Market 101
Go to Market 101
 
Go to market strategy Autofit Pvt. Ltd. - kapil rawal
Go to market strategy Autofit Pvt. Ltd. -  kapil rawalGo to market strategy Autofit Pvt. Ltd. -  kapil rawal
Go to market strategy Autofit Pvt. Ltd. - kapil rawal
 
B2B Market Segmentation and Analytics
B2B Market Segmentation and AnalyticsB2B Market Segmentation and Analytics
B2B Market Segmentation and Analytics
 
Go To Market Workshop
Go To Market WorkshopGo To Market Workshop
Go To Market Workshop
 
marketing-strategy-ppt
marketing-strategy-pptmarketing-strategy-ppt
marketing-strategy-ppt
 

Viewers also liked

Customer Segmentation
Customer SegmentationCustomer Segmentation
Customer SegmentationCarlos Soares
 
Implementing a Segmentation Strategy
Implementing a Segmentation StrategyImplementing a Segmentation Strategy
Implementing a Segmentation StrategySusan Abbott
 
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...Data Science Thailand
 
Segmentation, Value proposition & Go-to-market approach
Segmentation, Value proposition & Go-to-market approachSegmentation, Value proposition & Go-to-market approach
Segmentation, Value proposition & Go-to-market approachImplement Consulting Group
 
Pharma customers segmentation do you know your doctor
Pharma customers segmentation  do you  know your doctorPharma customers segmentation  do you  know your doctor
Pharma customers segmentation do you know your doctorSarah Fouad
 
Market segmentation PPT
Market segmentation PPTMarket segmentation PPT
Market segmentation PPTAabhas Rastogi
 
Segmentation, Targeting, and Positioning
Segmentation, Targeting, and PositioningSegmentation, Targeting, and Positioning
Segmentation, Targeting, and PositioningMehmet Cihangir
 
Market Segmentation, Targeting and Positioning
Market Segmentation, Targeting and PositioningMarket Segmentation, Targeting and Positioning
Market Segmentation, Targeting and PositioningDaniel Gibson
 
Marketing segmentation
Marketing segmentationMarketing segmentation
Marketing segmentationMaya Humbatova
 
Customer profitability analysis crm ppt
Customer profitability analysis crm pptCustomer profitability analysis crm ppt
Customer profitability analysis crm pptJaswinder Singh
 
빠르고쉬운대출『LG777』.『XYZ』무자본창업 운전자보험만기환급
빠르고쉬운대출『LG777』.『XYZ』무자본창업 운전자보험만기환급빠르고쉬운대출『LG777』.『XYZ』무자본창업 운전자보험만기환급
빠르고쉬운대출『LG777』.『XYZ』무자본창업 운전자보험만기환급hslkdfjs
 
Quadrupling your elephants - RDF and the Hadoop ecosystem
Quadrupling your elephants - RDF and the Hadoop ecosystemQuadrupling your elephants - RDF and the Hadoop ecosystem
Quadrupling your elephants - RDF and the Hadoop ecosystemRob Vesse
 
Data Mining And Data Warehousing Laboratory File Manual
Data Mining And Data Warehousing Laboratory File ManualData Mining And Data Warehousing Laboratory File Manual
Data Mining And Data Warehousing Laboratory File ManualNitin Bhasin
 
Top 5 electrical project engineer interview questions with answers
Top 5 electrical project engineer interview questions with answersTop 5 electrical project engineer interview questions with answers
Top 5 electrical project engineer interview questions with answersmarkets8212
 
Hoe installeer je een Wifi Repeater
Hoe installeer je een Wifi RepeaterHoe installeer je een Wifi Repeater
Hoe installeer je een Wifi RepeaterNiels Emmen
 
Digital transformation & Education
Digital transformation & EducationDigital transformation & Education
Digital transformation & EducationSLBdiensten
 
Abnormal EEG patterns
Abnormal EEG patternsAbnormal EEG patterns
Abnormal EEG patternsMurtaza Syed
 
Building a Scalable Web Crawler with Hadoop
Building a Scalable Web Crawler with HadoopBuilding a Scalable Web Crawler with Hadoop
Building a Scalable Web Crawler with HadoopHadoop User Group
 
Harvard Business School Case Study | De Beers Monopoly
Harvard Business School Case Study | De Beers MonopolyHarvard Business School Case Study | De Beers Monopoly
Harvard Business School Case Study | De Beers MonopolyPramey Zode
 

Viewers also liked (20)

Customer Segmentation
Customer SegmentationCustomer Segmentation
Customer Segmentation
 
Implementing a Segmentation Strategy
Implementing a Segmentation StrategyImplementing a Segmentation Strategy
Implementing a Segmentation Strategy
 
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
CUSTOMER ANALYTICS & SEGMENTATION FOR CUSTOMER CENTRIC ORGANIZATION & MARKETI...
 
Segmentation, Value proposition & Go-to-market approach
Segmentation, Value proposition & Go-to-market approachSegmentation, Value proposition & Go-to-market approach
Segmentation, Value proposition & Go-to-market approach
 
Pharma customers segmentation do you know your doctor
Pharma customers segmentation  do you  know your doctorPharma customers segmentation  do you  know your doctor
Pharma customers segmentation do you know your doctor
 
Market segmentation PPT
Market segmentation PPTMarket segmentation PPT
Market segmentation PPT
 
Segmentation, Targeting, and Positioning
Segmentation, Targeting, and PositioningSegmentation, Targeting, and Positioning
Segmentation, Targeting, and Positioning
 
Pharma CRM
Pharma CRMPharma CRM
Pharma CRM
 
Market Segmentation, Targeting and Positioning
Market Segmentation, Targeting and PositioningMarket Segmentation, Targeting and Positioning
Market Segmentation, Targeting and Positioning
 
Marketing segmentation
Marketing segmentationMarketing segmentation
Marketing segmentation
 
Customer profitability analysis crm ppt
Customer profitability analysis crm pptCustomer profitability analysis crm ppt
Customer profitability analysis crm ppt
 
빠르고쉬운대출『LG777』.『XYZ』무자본창업 운전자보험만기환급
빠르고쉬운대출『LG777』.『XYZ』무자본창업 운전자보험만기환급빠르고쉬운대출『LG777』.『XYZ』무자본창업 운전자보험만기환급
빠르고쉬운대출『LG777』.『XYZ』무자본창업 운전자보험만기환급
 
Quadrupling your elephants - RDF and the Hadoop ecosystem
Quadrupling your elephants - RDF and the Hadoop ecosystemQuadrupling your elephants - RDF and the Hadoop ecosystem
Quadrupling your elephants - RDF and the Hadoop ecosystem
 
Data Mining And Data Warehousing Laboratory File Manual
Data Mining And Data Warehousing Laboratory File ManualData Mining And Data Warehousing Laboratory File Manual
Data Mining And Data Warehousing Laboratory File Manual
 
Top 5 electrical project engineer interview questions with answers
Top 5 electrical project engineer interview questions with answersTop 5 electrical project engineer interview questions with answers
Top 5 electrical project engineer interview questions with answers
 
Hoe installeer je een Wifi Repeater
Hoe installeer je een Wifi RepeaterHoe installeer je een Wifi Repeater
Hoe installeer je een Wifi Repeater
 
Digital transformation & Education
Digital transformation & EducationDigital transformation & Education
Digital transformation & Education
 
Abnormal EEG patterns
Abnormal EEG patternsAbnormal EEG patterns
Abnormal EEG patterns
 
Building a Scalable Web Crawler with Hadoop
Building a Scalable Web Crawler with HadoopBuilding a Scalable Web Crawler with Hadoop
Building a Scalable Web Crawler with Hadoop
 
Harvard Business School Case Study | De Beers Monopoly
Harvard Business School Case Study | De Beers MonopolyHarvard Business School Case Study | De Beers Monopoly
Harvard Business School Case Study | De Beers Monopoly
 

Similar to Segmentation Best Practices

Marketing planning techniques webinar 140313
Marketing planning techniques webinar 140313Marketing planning techniques webinar 140313
Marketing planning techniques webinar 140313rosiephipps
 
Taking your reference program global
Taking your reference program globalTaking your reference program global
Taking your reference program globalcarolineatmetia
 
Digital Strategic Planning: WTF?
Digital Strategic Planning: WTF?Digital Strategic Planning: WTF?
Digital Strategic Planning: WTF?Michael Lung
 
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...LeadLife
 
Marketing ROI Workshop
Marketing ROI WorkshopMarketing ROI Workshop
Marketing ROI WorkshopHawkPartners
 
Marketing management revision
Marketing management revisionMarketing management revision
Marketing management revisionYounes Essalehi
 
Launch presentation
Launch presentationLaunch presentation
Launch presentationmyvasolution
 
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...ReadyTalk
 
Meyers Research Center Insights Deck
Meyers Research Center Insights DeckMeyers Research Center Insights Deck
Meyers Research Center Insights DeckGeorge Brown
 
Marketing for Startups and Small Businesses, CEU Business School
Marketing for Startups and Small Businesses, CEU Business SchoolMarketing for Startups and Small Businesses, CEU Business School
Marketing for Startups and Small Businesses, CEU Business SchoolIstvan Szurop
 
Downloadbrandequity doc of Arvinoor Siregar SH MH
Downloadbrandequity doc of Arvinoor Siregar SH MHDownloadbrandequity doc of Arvinoor Siregar SH MH
Downloadbrandequity doc of Arvinoor Siregar SH MHAndri Goodwood
 
Strategic marketing session 3
Strategic marketing session 3Strategic marketing session 3
Strategic marketing session 3Anik Saha
 
Musigmasadlerfeb2012
Musigmasadlerfeb2012Musigmasadlerfeb2012
Musigmasadlerfeb2012George Sadler
 
Connect and Engage Better with Provocation-based Selling
Connect and Engage Better with Provocation-based SellingConnect and Engage Better with Provocation-based Selling
Connect and Engage Better with Provocation-based SellingAlinean, Inc.
 
Understanding user behaviour in the omni channel world- jwt
Understanding user behaviour in the omni channel world- jwtUnderstanding user behaviour in the omni channel world- jwt
Understanding user behaviour in the omni channel world- jwtB2B Marketing
 
PAC: How To Make Eastern Europe An Engine Of Growth For Your Business
PAC: How To Make Eastern Europe An Engine Of Growth For Your BusinessPAC: How To Make Eastern Europe An Engine Of Growth For Your Business
PAC: How To Make Eastern Europe An Engine Of Growth For Your BusinessShellyWillsPAC
 
On sales - Talk by Paul Shoker
On sales - Talk by Paul ShokerOn sales - Talk by Paul Shoker
On sales - Talk by Paul ShokerNeeraj Hirani
 
Writing a Killer Marketing Plan
Writing a Killer Marketing PlanWriting a Killer Marketing Plan
Writing a Killer Marketing PlanSVPMA
 

Similar to Segmentation Best Practices (20)

Marketing planning techniques webinar 140313
Marketing planning techniques webinar 140313Marketing planning techniques webinar 140313
Marketing planning techniques webinar 140313
 
Taking your reference program global
Taking your reference program globalTaking your reference program global
Taking your reference program global
 
Digital Strategic Planning: WTF?
Digital Strategic Planning: WTF?Digital Strategic Planning: WTF?
Digital Strategic Planning: WTF?
 
Bm 2
Bm 2Bm 2
Bm 2
 
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...
 
Finding Fanatics
Finding Fanatics Finding Fanatics
Finding Fanatics
 
Marketing ROI Workshop
Marketing ROI WorkshopMarketing ROI Workshop
Marketing ROI Workshop
 
Marketing management revision
Marketing management revisionMarketing management revision
Marketing management revision
 
Launch presentation
Launch presentationLaunch presentation
Launch presentation
 
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...
Nurture vs. Nature - The Rules of Real Relationship Building for Prospects & ...
 
Meyers Research Center Insights Deck
Meyers Research Center Insights DeckMeyers Research Center Insights Deck
Meyers Research Center Insights Deck
 
Marketing for Startups and Small Businesses, CEU Business School
Marketing for Startups and Small Businesses, CEU Business SchoolMarketing for Startups and Small Businesses, CEU Business School
Marketing for Startups and Small Businesses, CEU Business School
 
Downloadbrandequity doc of Arvinoor Siregar SH MH
Downloadbrandequity doc of Arvinoor Siregar SH MHDownloadbrandequity doc of Arvinoor Siregar SH MH
Downloadbrandequity doc of Arvinoor Siregar SH MH
 
Strategic marketing session 3
Strategic marketing session 3Strategic marketing session 3
Strategic marketing session 3
 
Musigmasadlerfeb2012
Musigmasadlerfeb2012Musigmasadlerfeb2012
Musigmasadlerfeb2012
 
Connect and Engage Better with Provocation-based Selling
Connect and Engage Better with Provocation-based SellingConnect and Engage Better with Provocation-based Selling
Connect and Engage Better with Provocation-based Selling
 
Understanding user behaviour in the omni channel world- jwt
Understanding user behaviour in the omni channel world- jwtUnderstanding user behaviour in the omni channel world- jwt
Understanding user behaviour in the omni channel world- jwt
 
PAC: How To Make Eastern Europe An Engine Of Growth For Your Business
PAC: How To Make Eastern Europe An Engine Of Growth For Your BusinessPAC: How To Make Eastern Europe An Engine Of Growth For Your Business
PAC: How To Make Eastern Europe An Engine Of Growth For Your Business
 
On sales - Talk by Paul Shoker
On sales - Talk by Paul ShokerOn sales - Talk by Paul Shoker
On sales - Talk by Paul Shoker
 
Writing a Killer Marketing Plan
Writing a Killer Marketing PlanWriting a Killer Marketing Plan
Writing a Killer Marketing Plan
 

Recently uploaded

Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectivelyMarianna Nakou
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First RespondersBPOQe
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 

Recently uploaded (20)

Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectively
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First Responders
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 

Segmentation Best Practices

  • 1. Segmentation Best Practices Rules of Thumb for Effective Segmentation and Three Case Studies April 29, 2010
  • 2. Today’s Webinar • Who is Chadwick Martin Bailey? • Today’s Speakers • Segmentation Best Practices • eBay Buyer Segmentation Case Study • GE Healthcare Case Study • EA Sports Case Study • Q & A (please enter questions into the webex Q & A feature and we’ll answer them at the end) 2
  • 3. Poll Question #1: What is Your Biggest Challenge to Successful Segmentation Projects? A. Convincing the organization to prioritize some segments over others B. Creating internal buy-in C. Getting information used by front line employees D. Naming the segments E. Keeping the segmentation “fresh” F. Creating globally-relevant segmentation G. Sizing the segments H. Back strains associated carrying with 100+ slide .ppt decks 3
  • 4. Chadwick Martin Bailey: Company Facts • Founded in 1984 • 55 Employees • Headquartered in Boston • Global, Full-service Provider • Fully Dedicated Retail, eCommerce, Technology, Financial Services, and Travel and Hospitality Practices • Sweet Spot: when you want a supplier who will provide original ideas, not just a response to an RFP 4
  • 5. Our Clients: We Partner with Leaders in a Range of Industries 5
  • 6. Chadwick Martin Bailey: Our Specialties Finding the high potential growth opportunities and providing Segmentation direction on ways to realize the growth Customer / Brand Driving customer acquisition and market share by linking customer Experience experience to the brand message Product and Service Research to support the development, positioning, and launch of Development new products and services Customer Experience and Research to enhance (retain and build) relationships with key Loyalty customers 6
  • 7. Today’s Speakers: Brant Cruz and Jeff McKenna Brant Cruz Jeff McKenna Vice President Senior Consultant Chadwick Martin Bailey Chadwick Martin Bailey 7
  • 9. Poll Question #2: Your Last Segmentation Was Like Which TV Show? A. Cheers: Great when it was done and lived on successfully after the fact B. Lost: It was complex, oft confusing, and enjoyable - and you’re still hoping that it ends well C. Two and a Half Men: It was fun while it lasted but ultimately useless D. American Idol: Picking a scheme became a popularity contest, not a merit contest E. The Jay Leno Show: The findings were good on paper but it didn’t quite work in reality F. All in the Family: The core team was happy with it, but the rest of the company thought you were “Meatheads” G. Buffy the Vampire Slayer: Just one nightmarish scenario after another H. The Hills: Lots of style, very little substance I. This is a stupid question, let’s move on
  • 10. There Are Several Approaches to Creating Customer Segmentation Attitudinal / Psychographic or Lifestyle Behavior- Demographic / Based LifeStage usage patterns and purchase / sales volume Feature Preference Geographic / Household Motivational- Based core needs, attitude, or barriers 10
  • 11. Best Practices of Segmentation: Rules of Thumb for Best Results • Start with the End in Mind: Determine how the segmentation will be used before you begin • Allow for Multiple Bases: Take a comprehensive, model-based approach, that incorporates all potential bases • Have an Open Mind: Let the segments define themselves • Anticipate Tradeoffs: Segmentation schemes have different strengths and weaknesses • Leverage Existing Resources: Harness the power of your internal databases • Create a Plan of Action: Focus on internal deployment from the start 11
  • 12. Start with the End in Mind: Create a Plan And Stick To It Business Decision Information Needed to Decide Choose the optimal • What are the needs, goals preferences, experiences, knowledge, barriers, occasions #1 segmentation scheme/ which and characteristics for agents and consumers? high potential segments to • Which basis for segmentation will strike the best balance between being predictive focus on of preference/behavior and reachable, scalable and sustainable? • What is the size of each segment? • What is the realistic potential for each segment? Align Marketing / Sales • What are the needs, goals preferences, experiences, knowledge, barriers, occasions #2 strategies with target and characteristics for agents and consumers? segments • Where is there disconnect between current marketing/sales activities and the facts above? • What are the “Themes” (product groupings; others?) that run through the segments? • Which positioning will best resonate with and motivate each segment? • Which segments should be served by sales staff? • What are the preferred marketing/sales communication channels, by segment? Choose high potential new • Which new products/services have the greatest potential with which segments? #3 product/service concepts for • What “permissions” will be granted by each segment? further development 12
  • 13. Allow for Multiple Bases: Account for Everything that Might Influence Behavior 2 4 Customer Goals Products/Services Competitors 1 Unmet Needs Preferences Image Value Drivers Competitive Position Initial Purchase Re-purchase (Loyalty) CHARACTERISTICS Cross-Purchase (Loyalty) Psychographics Advocacy Attitudes Relative Brand Knowledge Choice Behaviors Demographics Value Values Lifestyle Relationship Performance Staff Satisfaction Expectations & Problems 3 Availability Product Support Services Channel Features Competitors 13
  • 14. Have an Open Mind: Let the Segments Define Themselves Segmentation Criteria INDEPENDENT PROFILE & EXPLANATORY MODEL USE OF SEGMENTATION ANALYSIS SCHEME EXPLANATION OF LINKED TO BUSINESS DECISIONS SEGMENTATION BASES IN Q’RE SEGMENTS Company View Prospect View Goals & Needs Optimization Hierarchical Company View •Mission •Specific Performance •Market Strategy Goals Occasions & Gains Narrows Goals (Acquire, Re- (Needs) Decision Making (Needs) sell, Cross-sell, many •Market Strategy new products, potential (Acquire, Re-sell, advocacy) Behaviors & schemes And/or Cross-sell, new Behaviors Behavior down to a Matrix Behaviors products, •Value Intentions few that advocacy) Behavior work Proposition(s) Behavior Intentions Intentions •Value •Pricing Strategy Preferences for Proposition(s) Decision products & Decision Making •Tactics pricing models And/or Making •Pricing Strategy Communication Clusters Performance Expectations s Performance Expectations •Tactics POP Company & Communications Product Competitor Operations Portfolio Evaluations Product Portfolio Channels Channels Sales Sales Characteristics 14 COMPANY PROSPECT
  • 15. Anticipate Tradeoffs: Solutions Will Have Different Strengths and Weaknesses Clearly Defined Marketing Strategy Database Scoring Addressable Targets Clarity Accuracy Scheme 1 Scheme 2 Scheme 3 Scheme 4 15
  • 16. Create an Action Plan: Involve Stakeholders Who You Need to Buy Into the Results AGENDA ITEM 1 AGENDA ITEM 2 AGENDA ITEM 3 AGENDA ITEM 4 AGENDA ITEM 5 Introduction & Segmentation Defining the Hypothetical Segment Confirm Project Warm up Basics & Process Business Decisions Brainstorming Alignment (15 minutes) (30 minutes) (1 hour) (1.5 hours) (45 minutes) • Name • What is it? • Explanation of Business • Goals: to accelerate the • Review original • Title • Why do you do it? Decision Worksheet questionnaire design process; proposal and anything • Stakeholders split up and ensure we don’t miss any that has come up from • Responsibility Area • Different types important segment-defining the previous steps into their core teams • Zodiac Sign • Different bases concepts • Do the sample groups (this does have a • Each team brainstorms purpose) • Guiding principles the decisions you want • Each team: brainstorm and sizes still make to make based on this segments you think exist sense? • Evaluation Criteria research, your current • Put each segment on a post-it • Are there new decisions • How long does it take? hypotheses, and note with some defining that must be made that • Where we’ll want information you need to characteristics are not covered in the involvement from the make decisions proposal? • Together, we brainstorm a broader team • Regroup and compare long list of measures that may notes; supplier define each segment for consolidates possible inclusion in the questionnaire 16
  • 17. Create an Action Plan: Choosing the Best Scheme Is a Team Effort The “Mrs. Cavanaugh” Homework pre- and post- plane that allows you to get to know schemes we’ve narrowed down The “Daniel Webster” Start by letting anyone who wants to make a compelling case for their scheme The “Keanu Reeves” Force people to defend a scheme they don’t like The “Crossword Puzzle” Find segments from your favorite scheme hidden in other schemes 17
  • 18. The Beauty of Predictive Questions What are they? How can I use them? 1. A short list of questions (1-2 minutes) • They are a tool that can live long after the segmentation study concludes, and can be used in a number of ways. Typically we see ? ? clients use them in… ? ? • Qualitative or quantitative follow ? ups to learn more about ‘target’ segments – such as ad testing, concept development, etc. 2. That feed an algorithm • Sizing target segments 3. That scores respondents into a segment 18
  • 19. Poll Question #3: How Often Should You Refresh Your Segmentation? A. Every year B. Every 2-3 years C. Every 4-5 years D. Every time a significant change in your business occurs E. It should live on forever 19
  • 20. A Few Details About Our Approach • Multi-faceted questionnaire • Multiple state of the art analytical • Allows us to look at multiple bases for techniques segmentation • Headlined by Latent Class modeling • And to profile them thoroughly • Backed up by CHAID/CART • Employ trade-off techniques • Efficient tools to quickly evaluate • Discrete Choice (a form of conjoint) every potential scheme and/or Maximum Difference Scaling • Magic questions and database (elegant in its simplicity) scoring for ongoing targeting and • Provides great variation on the increasing your knowledge base measures, and therefore great as a base for segmentation • Usually reserved for key real estate (like “needs”) • Eliminates by-country scale use biases 20
  • 21. Comparing Approaches Issue Common Approaches Our Approach Benefits of Our Approach Trying to make the • Actionability is guaranteed because engagement is focused on Focus entire decisions from the start study relevant to Decision Making decisions after engagement on • Questionnaire stays on-topic and is focused business decisions the fact • Reporting is concise and relevant to business issues • Develop the best segmentation scheme from each base (and Focus on one base combination of bases). Evaluate them against each other along Segmentation Multiple bases of (e.g., a priori, needs / several key business criteria Base(s) segmentation preferences) • Benefit: we choose the best scheme without preconceived biases • Commonly used analytical techniques have advantages and disadvantages Analytical Use multiple Use single technique • Our experience shows the best segmentation may come from Technique(s) techniques any of these techniques; learnings from one technique can be used to inform the others Mathematical results Criteria for Choosing are the sole criteria Mathematical results • Actionability, Accessibility, Simplicity, and Consistency are also a Scheme (e.g., homogeneity of are only one input key inputs segments • We detail the best candidate schemes and discuss the pros and Final Recommended cons of each with you Is developed Segmentation Is dictated by you with you • “Selling” the results is easier; we work with you and your Scheme… stakeholders to determine the business criteria against which each solution will be judged
  • 22. Making Segmentation Actionable A case study of Best Practices in action
  • 23. Project Fast Facts • Planning • 10 group needs assessment interviews with 18 key stakeholders across multiple responsibility areas and 3 countries • 10 eBay team members where heavily involved throughout, representing all three markets • Questionnaire Design • Many iterations of the questionnaire, including 4 full days of onsite questionnaire planning and “finalizations” (Boston and London) • Shopping and Retailer Needs traded off using Maximum Difference Scaling • Data Collection • More than 20,000 interviews across US, UK and DE (25 minute online questionnaire) • Analysis • More than 20 schemes produced, profiled and evaluated by CMB • Using multiple segmentation bases and multiple techniques (Latent Class, CHAID, Hierarchical/K- Means) • Choosing the Winner • 3 Days in Berlin to discuss the 5 best schemes • 15 people, 8 structured exercises, countless debates 23
  • 24. Bringing Buyer Segments to Life at eBay • Workshops and presentations to 2000+ employees • Incorporation of target segments into annual strategy and leader’s meetings • Employee online quiz with printable certificates • 80+ hours of ethnographic research create a documentary and personas • The “Ultimate Buyer Challenge” Offsite Program • Buyer segments shared with Top Sellers at Annual eBay eCommerce Forum 24
  • 25. How Are Things Different? Outside of eBay • New Internal Lexicon: • Laser focus on the target buyer • Understanding who you are ‘for’…priceless • A lens to incorporate into testing and analytics • Data warehouse is scored! • eBay now has a Buyer Building • Buyer segments decorate the buildings & cubes • Segmentation extended to 8 total countries 25
  • 26. How Are Things Different? Outside of eBay • New Advertising Campaign: • “Shop Victoriously” replaces “It” • New “Windorphins” campaign 26
  • 27. Segmenting for New Markets A case study of Best Practices in action
  • 28. … And long-term direction for future game development 28
  • 29. Making Segmentation Matter Among Primary Targets Each group is profiled and named to attach a personality to the market segments as shown on the next slide Making it matter Group 1 Group 2 Group 3 Group 4 For me, both gaming and I am so happy I bought I'm your stereotypical I love gaming - however fitness is all about having the Wii! I would never gamer. I love video not quite as intensely as a winner and loser! EVER pay for that games! I'm the guy in Group 3. Rather than Segment Highlights expensive gym that line for the hottest new the challenge of a video Groups 1 and 5 and go to. release, and I spend a game, I'm more about fortune on technology. the graphics. A fitness alternative Products/Services that’s less expensive than to Build and Market the gym, that’s simple and convenient to do. Perceived cost Barriers to overcome When found online they are most likely on a Where to find them shopping site like Amazon.com 29
  • 30. Graphics Greg THIS IS WHO I AM… Here we provide a profile of “Greg” in his own words. Segment size VALUE Likes, dislikes, media uses and gaming activities. Level of interest and spend High Segment profiles put a face on the segment in XX% % interested in “their own words” so information users can develop messaging and targeting strategies XX% EA Sports Brand Awareness: XX% product concept more effectively FITNESS ACTIVITY Level of fitness activity and types of activity High WHERE TO FIND THEM… Skew male (61%), middle-aged, and XX% % workout weekly or daily I’ll go to the gym as soon as slightly more likely than others to be I finish this FIFA 2009 in Germany (13%). game… the graphics are When online they frequent shopping insane! sites, weather sites, video sites, and Currently on a diet: XX% movie review sites. GAMING ACTIVITY Level of fitness activity and types Children living at home: 35% of gaming activity High XX% XX% XX% XX% XX% XX% AGE % play games 13-17 18-29 30-49 50-64 65+ weekly or daily GENDER 61% 39% CONSOLE OWNERSHIP COUNTRY 66% 9% 4% 9% 13% XX% XX% XX% Wii PS3 Xbox 360
  • 31. Recommended Strategy 100% Future Product Consideration HIGH 90% 9% Interest: xx% 9% 7% Interest: xx% Interest: xx% 8% 80% Gaming Activity (% play weekly or daily) Gateway Product Interest: xx% 70% 15% Interest: xx% 60% 50% 13% LOW Interest: xx% 40% 40% 50% 60% 70% 80% 90% 100% LOW HIGH Fitness Activity (% work out weekly or daily) 31
  • 32. Segmenting Businesses A case study of Best Practices in action
  • 33. Let’s start with a familiar story • Have you heard your business use this combination: Small Segmentation & Medium-sized Large These statements lack customer values, beliefs, attitudes: The language of marketing! 33
  • 34. About GE Healthcare IT • Unit of GE Technology infrastructure • One of 6 Healthcare business units: Diagnostic Imaging, Clinical Systems, IT, Medical Diagnostics, Life Sciences, Surgery • Is a provider of EMR, Physician Office, Radiology, Pathology, and other IT systems • Healthymagination: Reducing costs, increasing quality & access to healthcare 34
  • 35. About the product in question: PACS • What is a Picture Archiving & Communication Systems? • Digitally displays images from CT, MR, X-ray, Ultrasound, Flouroscopy modalities • Replaces the age of manually hanging film on a light box • Creates work lists for radiologist to manage case volume • Provides advanced imaging analysis tools to diagnose anatomical and metabolic disease pathways • ~ $2 Billion global market • Who are our customers? • Hospitals (Radiologists, Technicians, CIOs) • Outpatient Imaging Centers • Physician offices • Governments • Non destructive Inspection applications 35
  • 36. Use Practical Discussions… • Who can you sell more hot dogs to? 160 lbs Kobayashi 380 lbs. Perry vs. Firmographics do not tell the whole story 36
  • 37. GE Healthcare needed to change • A classic firmographic split would drive decisions <50,000 >50,000 vs. procedures procedures We knew that there were values…but we did not have the right language to properly describe them. 37
  • 38. GEHC Faced 3 Key Challenges: Market How can we increase the size of the pie? And increase share Challenge of wallet? Information What values define segments? What are they buying? And Challenge from whom? We try to be a lot of different things to a lot of different Identity people, but we don’t know who we really are, and people are Challenge out to get us. 38
  • 39. How Do We Get From… …This …To This  “Dr. Smith makes our business “Dr. Smith is better” killing our “Why do we listen to  “We should spend more time business” Prestigious ACC with Prestigious ACC University University” because they represent the market segment we want” “Maybe we are not listening  “It’s OK to stop chasing segments to a profitable part of the that we may not have the right market” fit with” 39
  • 40. Survey Breadth And Depth: We Considered Multiple Bases To Segment The Market Government Details Collected Details Collected Firmographics Specialty Future Goals Usage & Upgrade Survey Focus Firmographics Location Behaviors & Usage Modalities & Integration Hospitals Firmographics Size & Type Buying Behavior Purchase Decisions Values Strategic Direction Organization Staffing Values Vendor Relationship Behaviors & Usage Teleradiology Attitude IT savviness OICs Sample of hypothesis explored: Best-of-Breed Vs. Single Vendor Self serve vs. Vendor Reliance Physician Office IT Resources: Low/Basic vs. High/Complex Upgrade Driver: Proactive vs. Reactive Demand for Operational Efficiency: Low to High Specialty focus: Strong vs. Weak 40 Source: GE PACS segmentation 2008/2009
  • 41. The Quantitative Questionnaire Included Several Trade- Off Exercises • Maximum Difference Scaling to differentiate needs and preferences • Selection Lists – thoroughly addressing elements of value (and not costs) • Focus on how and why institutions make choices • The tradeoffs between value (received) and costs (given) 41
  • 42. Leverage Attractiveness Measurements in the Segmentation Study If You Can Segment C Segment A Segment D Market Average Index Alpha Segment E Segment B Market Average Index Beta Market sizes removed from graph; proprietary 42 Source: GE PACS segmentation 2008/2009
  • 43. Tracking Results: Pilot Zone Program Before After Funnel Hit Ratio Funnel Hit Ratio 80% 80% 60% 60% 40% 40% 20% 20% 0% 0% $1-4 $5 $1-4 $5 • Disproportionate sales and service • A quote on every segment 5 desk focus • Executive presence & strategic • No specific hunting lists account reviews • One-for-all marketing strategy and • Growth strategies driven by data programs • Try and Buy programs to leverage • Shoot from the hip product radiologist user experience investments • Marketing elaborating benefits of the partners segment 43
  • 44. Success was based on achieving a clear vision to serve the right target The Data Told Us Our Target… We Established Our Value Position… • Buys on relationship • Seeks strategic planning from vendor • Expresses intimacy with GE executives Partnership Presence • Wants to be heard and collaborate on ideas, features • Increase volume with same amount of resources • Have the highest PACS complexity (self ranked) • Radiologist still most influential in purchase decision Always Efficient • Leading technologies and protocols that don’t need the kinks worked out • Prefers focus on satisfying referring physicians (vs. patients) and staff • Seeks improved collaboration with referring on complicated cases Satisfied referring & staff • Looking for more efficient, but personal communication • Looking to expand beyond inpatient services 44 Source: GE PACS segmentation 2008/2009
  • 45. Q&A: Enter Your Questions in the Webex Browser Brant Cruz Jeff McKenna Vice President Senior Consultant Chadwick Martin Bailey Chadwick Martin Bailey Bcruz@cmbinfo.com Jmckenna@cmbinfo.com Follow us on twitter @cmbinfo , Read our blog at blog.cmbinfo.com or become a fan on Facebook 179 South Street, Boston, MA 02111 ● 617-350-8922 phone ● 617-451-5272 fax www.chadwickmartinbailey.com

Editor's Notes

  1. There are differing preferences about “Best Practices” or some other term. People should use what they like.
  2. Use this for less sophisticated audiences and/or those companies without the benefit of a data warehouse that may allow us to score people.
  3. Three of the top four competitive eaters are under 200 pounds
  4. Three of the top four competitive eaters are under 200 pounds
  5. Three of the top four competitive eaters are under 200 pounds
  6. Some Marketing Jargon: Mkt size shrinking, saturation, customers are buying a lot of stuff, but the could buy from us, right? (Over 90% Saturation, 96% Retention, Declining Growth Rates)Some office buzz: “Dr. ‘smith’ is killing our business. Why do we keep listening to KOLs? There’s a whole other segment of customers who are out there—do we even know what they want?The problem explained practically by a colleague: If we were a movie, we would be The Bourne Identity: We try to be a lot of things to a lot of different people, but we don’t know who we are and people are out to get us.