Segmenting your data for maximum customer insight
Robinson, Mark,
Segmenting your data for maximum customer insight [electronic resource] / Mark Robinson. - London : Henry Stewart Talks, 2008. - 1 online resource (1 streaming video file (42 min.) : color, sound). - Targeting and segmentation in marketing : from the fundamentals to the latest developments . - Henry Stewart talks. Marketing & management collection. Targeting and segmentation in marketing .
Animated audio-visual presentations with synchronized narration. Title from title frames.
Contents: What is a behavioral classification/segmentation -- The marketing database journey -- Different types of segmentation -- Behavioral segmentations based on clustering -- Financial services segmentation example -- Best practice rules -- How to define key business measures such as profitability and potential -- Income to date from current product holdings -- Income to come from current product holdings -- Mortgage NPV curve -- Income to come from new product holdings -- Customer profitability by decile (% profit) -- Most and least profitable customers -- Customer segmentation -- Segment strategies within the framework -- How to get the business to take advantage of the findings and add value to communications planning and brand development.
Access restricted to subscribers.
Mode of access: World Wide Web.
System requirements: Browser compatibility: updated Mozilla Firefox, Google Chrome, Safari or Internet Explorer 8+. Browser settings: enable JavaScript, enable cookies from the Henry Stewart Talks site. Required Desktop Browser plugins & viewers: Updated Adobe Flash Player & Adobe Acrobat Reader. Mobile device & operating system versions: Android v2.1+, iPhone 4+ (iOS v5.x+), iPad 2+ (iOS v5.x+), BlackBerry OS v7.0+, Windows Phone v6.5.1+.
1821 Henry Stewart Talks
Market segmentation.
Marketing research.
Target marketing.
Segmenting your data for maximum customer insight [electronic resource] / Mark Robinson. - London : Henry Stewart Talks, 2008. - 1 online resource (1 streaming video file (42 min.) : color, sound). - Targeting and segmentation in marketing : from the fundamentals to the latest developments . - Henry Stewart talks. Marketing & management collection. Targeting and segmentation in marketing .
Animated audio-visual presentations with synchronized narration. Title from title frames.
Contents: What is a behavioral classification/segmentation -- The marketing database journey -- Different types of segmentation -- Behavioral segmentations based on clustering -- Financial services segmentation example -- Best practice rules -- How to define key business measures such as profitability and potential -- Income to date from current product holdings -- Income to come from current product holdings -- Mortgage NPV curve -- Income to come from new product holdings -- Customer profitability by decile (% profit) -- Most and least profitable customers -- Customer segmentation -- Segment strategies within the framework -- How to get the business to take advantage of the findings and add value to communications planning and brand development.
Access restricted to subscribers.
Mode of access: World Wide Web.
System requirements: Browser compatibility: updated Mozilla Firefox, Google Chrome, Safari or Internet Explorer 8+. Browser settings: enable JavaScript, enable cookies from the Henry Stewart Talks site. Required Desktop Browser plugins & viewers: Updated Adobe Flash Player & Adobe Acrobat Reader. Mobile device & operating system versions: Android v2.1+, iPhone 4+ (iOS v5.x+), iPad 2+ (iOS v5.x+), BlackBerry OS v7.0+, Windows Phone v6.5.1+.
1821 Henry Stewart Talks
Market segmentation.
Marketing research.
Target marketing.