Enhancing Revenue With A Simple Segmentation

Air Date: Monday, September 21, 2009

Cost: $250

Couldn't Attend This Teleconference?

You can still listen to or watch the teleconference at a time that's convenient for you. We offer the hourlong archived teleconferences in MP3 format (audio only) or in WebEx format (audio with PowerPoint slides). Choose the format that is convenient for you.

Presented By:

Who should attend: B2B Market Research professionals and Consumer Market Research professionals

Description:

A market segmentation analysis is one of the keys to any market-driven company's success, yet many segmentations fail. This is troubling not only because these types of failures tend to be expensive but also because the need for organizational alignment that segmentation can drive is widely recognized. In general, a combination of too much complexity and lack of organizational buy-in drives segmentation failures. Firms can successfully hurdle these problems by using a relatively simple share-of-wallet-based segmentation approach. Firms should ensure that they survey their customers on share and size of wallet, integrate share of wallet into their segmentation approaches and customer databases, and continue to build on their segmentations with more granular analysis that looks at segment motivations.

Agenda:

• Why segmentations fail
• The benefits of a share of wallet segmentation to enhancing revenue
• Execution guidance

Related Research:

A Simple B2B Segmentation To Increase Revenue

by Brad Bortner, July 1, 2009

Why Good Segmentations Fail

by Brad Bortner, May 6, 2008

Segmentation: The Allure And The Risk

by Brad Bortner, January 10, 2008

Technical requirements:

An Internet connection and a one-time download of the WebEx™ Player are required.