Canonical Multiphase Segmentation, published in ADMAP, discusses segmentation as a vital tool in determining the effectiveness of ad spend.
If each segment is fairly homogeneous in its needs and attitudes, it is likely to respond similarly to a given marketing strategy.
The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are “most likely” to purchase your offering. If done properly this will help to ensure the highest return for your marketing/sales expenditures.
Multivariate Solutions is an acknowledged leader in market segmentation, and we continue to advance the art by ensuring that the tools are agile and usefully applied. Our flexible, approach to market segmentation research enables us to design creative yet pragmatic segmentation frameworks for a wide array of market applications and industries in consumer market segmentation, business market segmentation, and healthcare market segmentation.