CUSTOMER SEGMENTATION has always been about dividing and conquering. By breaking customers into groups that differ in behavioral, demographic or other factors, marketers can optimize communications and offers to these individuals. Eventually, however, most organizations discover that a single type of segmentation can’t possibly meet all their objectives. They inevitably realize that multiple segmentation approaches should be adopted, each responding to a specific objective while yielding a total view of the customer.
Multidimensional segmentation is a step-by-step process that begins by identifying customer segments from both strategic and tactical perspectives. Next, consumer research provides insights into needs, attitudes and preferences. Finally, narrative resumes are constructed to drive objectives, marketing programs and creative executions.
Identifying Segments
Many segmentation options may be appropriate for your organization. The choice of approaches boils down to business goals and the time needed to accomplish them. Segmentation systems range along a continuum from very tactical
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