From the course: Consumer Behavior Analytics for Marketing

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Segmented data: Identifying your best customers

Segmented data: Identifying your best customers

From the course: Consumer Behavior Analytics for Marketing

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Segmented data: Identifying your best customers

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- Most businesses serve a variety of customers, from occasional shoppers to loyal advocates who recommend the brand to others. Some customers seek specific products, while others rely on the business for diverse needs. The practice of identifying and addressing these differences, called customer segmentation, is essential for aligning messaging, offers, and products to each group's needs. This leads to better customer satisfaction, increased sales, and sustainable growth. In addition, being able to serve a wide variety of customers can make it easier to grow even during uncertain times because you aren't just betting on one audience. Customer segmentation means grouping customers based on shared interests, behaviors, or characteristics that distinguish them from others. For example, an ice cream brand might notice that some customers exclusively buy strawberry flavors, while others prefer dairy-free options. These are distinct segments. A brand might have just a few broad segments…

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