How to do Market Segmentation

Market Segmentation is the cornerstone of most marketing strategies. This ebook will show you how to do it well so you set your clients up for success. Whether you’re creating your own segmentation for the first time, or you want to hone the approach you already use, this ebook is for you. From writing "golden questions" to choosing the right algorithm to identify segments, this book will show you many ways to improve your market segmentation process.

What you'll get from this ebook

This book covers the core steps you need to perform when doing your own segmentation:

  • Writing ‘golden questions’ for market segmentation
  • Choosing the right algorithm (cluster vs latent class analysis)
  • Treatment of missing data
  • Standardizing data
  • How to trade-off statistical versus managerial considerations when choosing your final segmentation

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