Profiling and Segmentation Validation

Challenge

Due to stagnant growth across specific brands, the client requested establishment of the accuracy and relevance of their current customer profiling and market segmentation strategies.

Solution

An in-depth analysis was completed of the client's profiling and segmentation behaviour - this included an assessment of the client's profiling and segmentation methodology, accuracy and relevance.

Result

It was identified that there were significant issues and opportunities with the existing profiling and segmentation methodologies and strategies.

As a consequence of the project, the client formed a new team responsible for improving knowledge of customers. The team are effectively applying this knowledge utilising the recommendations to drive growth.

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