Your market is made up of lots of people – customers, prospects, users – call them what you will. The bottom line is that they’re not all the same. They have different needs, different behaviors, different attitudes, different demographic profiles, etc. If you...
Typical Applications of Decision Trees Market Analysis: determine which variables, such as geography, price, customer characteristics, are associated with sales or particular customer behaviors Targeted Advertising: determine which demographic groups have the highest...
How segmentation is usually done Market segmentation research usually depends upon cluster analysis, a statistical technique for combining cases based on similarity on specified dimensions. Typically, segmentation research will attempt to construct segments by...
This information is useful for people who are tired of segmentation projects that give only unique attitudinal/behavioral segment descriptions or unique demographic/targeting profiles, but not both. A Common Criticism of Segmentation To repeat what we said in another...
