Abstract:

The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers. It proposes segmenting consumers based on 'the cognitive mental process that underpin choice' and converging it with purchase behavior, demographics, lifestyle and media habits through data fusion of different data streams. This approach rooted in cognitive psychology, allows us to integrate a variety of data describing consumer behavior in a way that allows us to more effectively interpret and ultimately influence it, as well as conduct in-depth segment profiling.