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Navigable Slide Index

1. Introduction
2. Talk outline
3. The marketing database journey
4. Different types of segmentation
5. Behavioural segmentations based on clustering
6. Financial services segmentation example
7. Process I
8. Key measures
9. Process II
10. Segment planning
11. Customer profitability
12. Income to date from current product holdings
13. Income to come from current product holdings
14. Mortgage NPV curve
15. Income to come from new product holdings
16. Customer profitability by decile (% profit)
17. Most and least profitable customers
18. Customer segmentation
19. Segment strategies within the framework
20. Next steps
21. Summary
22. Business benefits of segmentation
23. Thank you

Topics Covered

• What is a behavioral classification/segmentation
• The marketing database journey
• Different types of segmentation
• Behavioral segmentations based on clustering
• Financial services segmentation example
• Best practice rules
• How to define key business measures such as profitability and potential
• Income to date from current product holdings
• Income to come from current product holdings
• Mortgage NPV curve
• Income to come from new product holdings
• Customer profitability by decile (% profit)
• Most and least profitable customers
• Customer segmentation
• Segment strategies within the framework
• How to get the business to take advantage of the findings and add value to communications planning and brand development

Links

Series:

• Targeting and Segmentation in Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 21, 2008