Segmenting your data for maximum customer insight [electronic resource] / Mark Robinson.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Targeting and segmentation in marketing: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (42 min.) : color, sound)Subject(s): Market segmentation | Marketing research | Target marketingOnline resources: Click here to access online | Series 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.
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Mode of access: World Wide Web.