Microsegmentation is a marketing process that uses techniques such as data mining, artificial intelligence, and algorithms to recognize and predict minute consumer spending and behavioral patterns. The collected information is used to help marketers identify extremely precise microsegments (down to the individual consumer level). Microsegments can then be the focus of personalized direct micromarketing and micropromotion campaigns.
This form of micromarketing considers that each consumer has different ideas and feelings about a company's products, services, prices, and promotions, and sets out to recognize these differences and respond to them in an appropriate manner.
Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector. The book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need to monitor customer behaviour across multiple channels. The book advocates a category management approach, taking into account the need to understand the consumer mindset through elasticity modelling and discount strategies, as well as targeted marketing and loyalty design.
A practical, no-nonsense approach to complex scenarios is taken throughout, breaking down tasks into easily digestible steps. The use of a fictional retail analyst 'Scott' helps to provide accessible examples of practice. Advanced Customer Analytics does not skirt around the complexities of this subject but offers conceptual support to steer retail marketers towards making the right choices for analysing their data.
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