Which Type of Segmentation Is Best

Which Type of Segmentation Is Best - Which Type of...

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Which Type of Segmentation Is  Best? By  Neil Mason , ClickZ,  Feb 16, 2010 Sponsored by Omniture     Share   One of the things I like about my job at a customer  experience consultancy is that I'm surrounded by  people with a very different outlook on life than Web  analysts. Our user experience consultants, who tend  to have backgrounds in behavioral psychology, are  great at using qualitative research techniques such  as lab testing, eye tracking, and ethnographic  studies to get into the mind of users and to  understand what makes for a good or bad  experience. That's obviously a different set of skills  and tools from our quantitative, analytical approach  to solving problems using vast quantities of data.  Each approach complements the other: quantitative  data is good for asking the "what" and "when" type  questions, and qualitative techniques are good at  helping to understand the "why."  Every now and then we get into one of those  interesting conversations about which approach is  best for solving a particular type of problem. Last  week, one of these conversations turned to the topic  of segmentation and which types are best for  addressing particular issues. Segmentation, one of 
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those popular words used a lot these days in the  digital marketing world, usually means different  things to different people.  Segmentation is the process of creating groups of  individuals (customers, Web site visitors, prospects,  etc.) that have something in common. Importantly,  what one group has in common is then different to  the other groups. Segmentation's purpose is to  make you, your marketing communications, your  Web site experience, your product offering, and so  on more relevant to these different groups. But how  are these groups defined? There are three main  ways:  Demographic segmentation Behavioral segmentation Attitudinal segmentation Segments can be defined by demographics, i.e.,  based on who someone is. Typically, classical  marketing approaches use demographics as the  basis for segmentation and then targeting.  Demographic segmentation in online can also be  useful. For example, "gender" can be a useful  segmentation split because people can behave very  differently online depending on whether they are  male or female. So, to be able to segment your  audience by gender, age, income, and more can be  useful.  Another approach to segmentation is behavioral  segmentation. This is not classifying people  according to  who they are , but on the basis of  what 
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they do . This segmentation approach is very popular 
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This note was uploaded on 02/22/2012 for the course CSR 309 taught by Professor Staff during the Fall '08 term at Purdue University-West Lafayette.

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Which Type of Segmentation Is Best - Which Type of...

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