The goal of segmentation is to the divide the customers into groups with similar profile or behavior. Data driven segmentation is performed on the basis of the available demographic, economic or behavioral data.

The knowledge about the profiles of various segments enables the company to accordingly diversify its offer and actions aimed at customers. For example, segmentation may single out a niche group of customers, for whom the company does not have an appropriate offer. Additional use of dynamic segment updating mechanism allows to observe the changes in customer profile over given periods of time.

The experience gained in analytical projects allowed us to develop a proprietary dedicated segmentation tool. Besides identifying natural customer segments, it also supports easy modification of the number, size and profile of the segments.

The analytical solutions offered by StatConsulting in the area of customer segmentation and profiling provide the means to:

• define characteristic groups of customers,
• determine the profile of a given segment,
• discover niche customer groups, which can remain unnoticed in the case of segmentation which does not use Data Mining techniques,
• analyze the migration of customers between various segments.

See also:

• Marketing Support and Analytical CRM