Marketing: Customer Segmentation

Course details

Learn how to group your customers into market segments to better understand what they really want. In this course, instructor Doug Ladd explains the basics of customer segmentation and covers a variety of segmentation techniques. He describes segmentation based on geography, demographics, culture, behavior, psychographics, and the benefits your customers seek. He also shows where to look for this information, how to analyze it, and how to use segmentation data and analysis to develop model customer personas that can help in product development, service level planning, and more.

Concepts

0. Introduction

01 - Maximize your marketing efforts through segmentation
02 - Common ways to segment customers

1. Geographic and Demographic Segmentation

03 - How to complete geographic customer segmentation
04 - Segmenting customers by demographic factors
05 - Using cultural segmentation to target customers
06 - Where to find information for geographic and demographic segmentation

2. Behavioral and Usage Rate Segmentation

07 - Segmenting customers based on their behaviors
08 - Segmenting customers by usage rates
09 - Creating a clearer picture of customers

3. Psychographic Segmentation

10 - How consumers see themselves
11 - Researching the psychographic profiles of your customers
12 - Creating profiles of your customers and targets

4. Benefits-Sought Segmentation

13 - Characterizing customers based upon why they buy
14 - Opportunities to reach new markets

5. Customer Personas and Profiles

15 - Build a customer persona or profile
16 - Use customer personas and profiles in messaging

Conclusion

17 - Continue learning customer segmentation