Customer Segmentation
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Customer segmentation is the practice of dividing a company’s customers into groups that reflect similarity among customers in each group. The goal of segmenting customers is to decide how to relate to customers in each segment in order to maximize the value of each customer to the business.
Types of Customer Segmentation in the industry : CLV Focused Customer Segmentation, Segment via Cluster Analysis, RFM (Recency, Frequency, Monetary ) Segmentation
Benefits for the company
Accurate customer segmentation allows marketers to engage with each customer in the most effective way. A customer segmentation analysis allows marketers to identify discrete groups of customers with a high degree of accuracy based on demographic, behavioral and other indicators.
Feasability
High
Type of expertise/ AI domain
Clustering Analysis, Machine Learning for sophisticated large amounts of data
Internal data required
Customer Profile, Purchase data, Customer Lifetime Value Calculations
External data possible
Merchant Transaction data, Potential Customers leads
Since the marketer’s goal is usually to maximize the value (revenue and/or profit) from each customer, it is critical to know in advance how any particular marketing action will influence the customer.