Segmentation 

Purpose

Businesses compete today in an increasingly customer-oriented market. Both new marketing channels (SMS, or E-mail) and more comprehensive and accurate sources of information on customers (clickstream analysis, for example) are radically changing the way marketing is performed. Marketing departments must therefore strive to gather as much information as possible on their customer base, and use this information to direct more personalized marketing activities. More accurate marketing techniques lead to reduced costs, increase the likelihood of a sale, and promote customer satisfaction and loyalty.

Segmentation provides a range of functions that help you divide up your customer base according to the marketing activity at hand.

By dividing your market into different segments, you can provide more personalized and therefore more attractive product and service offerings.