Customer segmentation: The way to the perfect customer approach!
Relevance counts in good customer communication, because not every prospective buyer is the same. Different customer segments with distinguishable characteristics, features and behavioural patterns can often be distinguished in the customer base.
The better these are known and assigned to specific customers, the better you can address your customers in sales in line with their needs and the more stable customer loyalty will be.
Our customer segmentation allows you to identify the customer segments and customer types that are relevant for your targeted approach to existing customers. The result also allows you to review and realign your marketing and sales strategy, which is even more orientated towards the (very different) needs and requirements of your customer base: the basis for even more success for your company!
Customer segmentation: categorise and optimise
The basis for this is your own customer data from CRM and merchandise management systems, for example (master data, transaction data, other internal customer data). This can also be expanded to include more than 600 address-qualifying features from the AZ DIAS audience targeting system. Our data scientists use your individual customer data to create unique customer groups (clusters) with clearly defined profiles.
And all this using our patented DataSecure[hoch]TTP[/hoch] process: the anonymised processing and analysis of your customer data guarantees maximum data protection and only in this way can you access the data spectrum of AZ DIAS, which is also anonymised.
The segmentation resulting from the cluster analysis of your customer characteristics can then be integrated into your customer database as a new control variable. This allows you to manage your customer loyalty and inventory utilisation even more efficiently and successfully.
Our approach to customer segmentation
Targeted clustering of customer data
Identification of relevant customer groups
Development of specific segment models
Derivation of target group-specific advertising messages/offers/offer cycles
This is how our customer segmentation brings you more success:
Precise targeting of the advertising approach to the relevant customer segments
Development of customer segment-related marketing personas for more targeted marketing strategies/creations
Management of marketing activities and strategies via the customer segments or the derivable value of the customer base
Increasing customer profitability through segment-specific consideration of your interests and opportunities
Segment-specific control of the advertising budget
More effective use of advertising media
Avoidance of wastage
Increased customer loyalty
Possibility of enriching your own customer database with customer segment allocation and/or other AZ DIAS characteristics recognised as relevant during segmentation, for example
Targeted customer approach through customer segmentation.
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