Segmentation

Simple and powerful segmentation


Very rarely does it make sense for a brand to target anyone and everyone in the market. There will always be certain groups more predisposed to what you have to offer, certain types of people who are more likely to be the decision makers, and certain prospects who will be more profitable for your business. In the absence of an unlimited marketing budget, even mass-market brands need to focus on certain target groups that will give them the greatest return on investment. This is why market segmentation should form the foundation of any successful marketing strategy.

Effective segmentation is simple, but powerful. A segmentation must work on two levels:

Segementation2.png

Typically, the need for market segmentation is not only driven by a desire to improve marketing efficiency, but also by a desire to grow revenue. Growth can only come from a limited number of sources.

Our philosophy is to focus on developing a roadmap for growth:

  • Define a specific market you wish to target.
  • Choose a specific customer behaviour(s) you wish to influence.
  • Analyse and segment the market in ways that are both predictive of customer behaviour AND actionable by the business.
  • Identify ‘leverage points’ where you can have the greatest opportunity to influence behaviour.
  • Develop simple and easy to understand outputs which articulate the growth strategy and can facilitate sales and marketing decisions on a day-to-day basis.
To achieve this, Metrix does not subscribe to a particular segmentation model or methodology. Instead we ‘start with the end in mind’ and build a custom solution to help you achieve the required outcomes.

Get in touch to find out if segmentation could benefit your business.
 

Related services we offer include

Market research

In addition to segmentation, we can assist with all your qualitative and quantitative research needs. Read more.

Customer journey mapping

Paint a clear picture of the different moments and touchpoints where people connect with your organisation, so that you can pin-point where to focus investment. Read more.

Data analytics & strategy

We can help you transform your organisational or third-party data into a powerful decision-making tool. Read more.

Competitive intelligence

If you don’t have a clear view of your competitive set and their relative strengths and weaknesses, we can conduct an analysis that makes it easy to see where you should be competing and what makes your offering distinctive. Read more.

Marketing strategy & planning

We can work with you to determine ‘where to play’ and ‘how to win’, to help guide your marketing investment. Read more.

Pricing strategy

We can help you develop an integrated pricing strategy that sets the right price for the right people at the right time, to improve profitability. Read more.
 

Contact Us Today

Interested in finding out more? We would love to hear from you! Fill in the form and we will be in touch!

Location Details

Melbourne

 Level 9, 401 Collins Street,
Melbourne VIC 3000

Perth

  Level 1, 91 Havelock Street,
West Perth WA 6005

Sydney

  Level 12, 64 York Street
Sydney NSW 2000