Customer Segmentation
Frameworks for grouping customers meaningfully so targeting, messaging, and offers can become more precise and effective.
Recommended Frameworks
TAM-SAM-SOM Analysis: A Guide to Effective Market Segmentation
Enhance your market segmentation and marketing strategy
4C Marketing Model: Shifting from Product to People
For building customer-focused marketing strategies.
5A Marketing Model: From Awareness to Advocacy in the Digital Age
focusing on how brands can guide prospects from awareness to advocacy.
FAQ
It is the right application when the audience is too broad, performance varies across customer types, or the same message is failing to resonate equally well with different groups.
They can support demographic, behavioral, needs-based, value-based, and usage-based segmentation, depending on what kind of difference actually matters for the business.
Customer Segmentation decides which groups you are speaking to. Brand Positioning decides how you want to be understood by those groups in relation to alternatives.
Creating segments that are easy to describe but not useful for action. Good segmentation frameworks produce groups that meaningfully affect targeting, messaging, product, or channel choices.