Market Segmentation

Norbert Wirth, MarketTools

Targeted at experienced market researchers on supplier and client side, this tutorial provides a 360 view on market segmentation. The topics covered include managerial as well as technical issues such as:

Development of clear objectives
Early involvement of key stakeholders
Definition of the segmentation base
Data transformation
Various up to date segmentation techniques
Approaches to evaluate segments regarding their technical quality
Criteria for segment actionability and economic evaluation from a business perspective
Data warehouse tagging
Implementation of segmentation across an organization.

Some special attention will be paid to the implications of conducting international market segmentation projects. This tutorial will provide comprehensive guidance to conduct and manage complex segmentation studies with a deep understanding of their analytical, organizational and business dimensions.