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1. Introduction
2. Agenda
3. Objectives of this talk
4. Scope for this session
5. Session structure
6. Part 1 - the process of building a segmentation
7. Define business objectives (1)
8. Define business objectives (2)
9. Obtain data
10. Data preparation
11. Stages of the segmentation process
12. Extract principal components or key variables
13. Method A: identify most discriminatory variables
14. Method B: use principal components analysis
15. A graphical explanation of principal components
16. Carry out cluster analysis
17. A graphical view of cluster analysis
18. Interpret clusters and assign segment names
19. Test the segmentation
20. Segment migration analysis
21. Communicate and deploy the segmentation
22. End of part 1
23. Part 2 - classifying individuals to segments
24. Classification of further individuals
25. Apply existing segmentation model
26. Build segment attribution model
27. Survey segmentation attribution process
28. Summary of main points

Topics Covered

• The process of building a segmentation
• Define business objectives
• Obtaining and preparing data
• Stages of the segmentation process
• Extract principal components or key variables
• Method A: identify most discriminatory variables
• Method B: use principal components analysis
• A graphical explanation of principal components
• Cluster analysis
• A graphical view of cluster analysis
• Interpreting clusters
• Testing the segmentation
• Segment migration analysis
• Communicate and deploy the segmentation
• Classifying individuals to segments
• Classification of further individuals Apply existing segmentation model
• Build segment attribution model
• Survey segmentation attribution process
• Summary of main points

Links

Series:

• Targeting and Segmentation in Marketing

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on May 21, 2008