Abstract:

The potential power of consumer segmentation seldom is unleashed due to incomplete internal buy-in across departments. This paper showcases an approach used to drive high actionability, taking a consumer journey from basic usage, lifestyle and attitudinal understanding to creating internal engagement with all teams, and targeting up to impact the ROI. Linking behavior to customer segment lifestyle and mindset, thereby empowering the client to develop propositions that are tailored for each segment. Dissimilate knowledge through an unconventional interactive workshop, until the formation of GO TO MARKET plans to unleash the full potential. Monitoring performance and effectiveness of this targeted GO TO MARKET plan based on prioritization of segment potential, rather than just current usage.