Creating Actionable Segmentation: How You Can Harness the Power for Your Organization
by Lisa Gudding, GfK
This 2009 case study of oil giant BP describes the design and implementation of a global segmentation project.
Historically, segmentation studies have been viewed as time and resource drains that generate cute segment names and thick reports, but few actionable insights. Complicating matters is the harsh reality that segmentation learning often fails to get integrated into a company's marketing fabric and decsion-making process. This begs the question....Is it possible to create actionable customer segmentation? And, if so, how do you activitate findings from your segmentation study into your company's marketing initiatives?
If these challenges sound familiar, consider the attached case study from oil giant BP. They recently designed and implemented a global segmentation project that is now deeply imbedded in all of the company's brand marketing and innovation initiatives.
As an industry leader, BP recognized that their global was market undergoing significant changes, including increased competition and growing potential of previously underserved markets. Add to that a set of changing consumer needs and expectations and an outdated segmentation study with decreasing usefulness and relevance, and you'll see why they moved quickly to reposition the company for success.
What were the objectives for their new segmentation study? How was the research conducted? What were the results? And, perhaps most importantly, how did the research team successfully move the marketing organization from insights to implementation and action?
For the full presentation, click here to download the pdf.
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