| Organisation |
LARGE AUSTRALIAN COMPANY |
| Type of Study |
Segmentation of consumer customers |
| The problem or opportunity |
The company wished to unlock the considerable cross selling and bundling opportunities that existed, and required a customer segmentation that would enable it to easily classify each customer, then market appropriate tailored offers |
| Approach |
- A large CATI survey gathered data on ownership and usage of various products and services from the company, together with brands owned
- Various multivariate statistical analyses resulted in a customer segmentation model which could be easily operationalised
- Group discussions with participants from selected segments validated the segmentation model and elicited a detailed understanding of buyer behaviour by segment
|
| Result |
- The company has been able to segment its entire consumer customer base using easily obtainable (from its call centre client contacts) information
- Subsequent segment-specific marketing activity has been successful in further penetrating the market
|
