M/A/R/C®'s Segmentation Approach
M/A/R/C®'s segmentation experience has demonstrated that adherence to a few key principles greatly enhances the initiative's success. To ensure results of a segmentation study will be actionable and easily adopted, enCompass incorporates the following principles and practices to guide the design and ensure an outcome that will be utilized by the organization.
- Begin with the end in mind.
Segmentation is only powerful when the segments can be identified in the population and efficiently targeted for marketing communication and innovation - sample design, questionnaire composition, analytic approach and presentation of outcomes have to remain focused on delivering identifiable segments.
- Involve key stakeholders early and often.
An alignment meeting is an essential component of a successful segmentation outcome. Ensuring consensus of objectives is critical to adoption and ultimate integration of the segmentation into ongoing strategy. Continued communication across key stakeholders at important touch points promotes ownership in the solution and buy-in to the implementation strategies developed from the output.
- Select the appropriate segmentation technique.
There is no one best analytic approach to identifying segments - the process is frequently iterative, involving a variety of techniques before a recommended segment solution can be delivered. The highly educated, experienced marketing science analysts at M/A/R/C can be trusted to select the appropriate approach and guide you through the final solution recommendation painlessly and with a high degree of precision.