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To accomplish this feat, the marketer must select a random sample of names from the database and administer the market segmentation questionnaire to those people. By combining the answers to the questions with the transactional data already on file, clusters can be developed.
This seems simple, even obvious, but it is difficult to find a marketer that has executed this level of research and analysis. Mostly, once the market segmentation is completed, the team loses the money or motivation to take it to the next step.
So unless you can take it one step further, market segmentation is simply not a substitute for using transactional data as the primary segmentation tool for your direct marketing. Data like specific categories or products purchased, spending levels, tenure, payment method, demographics, number of stores or channels used, and geography are the keys to determining the right content, at the right time and in the right media.
Dianne Admire is strategic planning director, strategic services at Haggin Marketing. She can be reached at diannea@hagginmarketing.com
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