[Webinar] The Journey to Impactful Segmentation Strategy

Done well, segmentation is arguably the most impactful form of quantitative research for marketers. But too often, the end result fails to meet expectations. As insights professionals, it’s time to stop focusing on the tactics of segmentation and start honing in on the nuances that drive successful segmentation activation. Grounded in the philosophy that segments are created, not “found,” Kelton’s Segmentation Journey builds momentum throughout the process of designing and activating an impactful segmentation strategy.

From hypothesis generation to activation, Dr. Martin Eichholz leads you through the art of strategic segmentation design, analysis and application. The journey leads you through six critical phases and the strategic imperatives for each:

1. Understand | The journey starts at the end.
2. Discover | Segmentation and true immersion.
3. Design | “Actionable” is personal.
4. Craft | We don’t find segments, we create them.
5. Immerse | The goal is empathy.
6. Activate | The real work starts here.

Join Kelton and Martin Eichholz, Partner, Quantitative Research, Kelton, for a discussion that will change the way you think about segmentation. 

MARTIN EICHHOLZ

Partner, Quantitative Research

Kelton 

 

As Partner of Quantitative Research, Martin is not only a segmentation expert, but also a great storyteller, strategic thinker, innovator and mentor. Prior to Kelton, Martin served as Vice President of Research at Frank Magid & Associates. He holds Masters degrees in Public Relations and Mass Communication/ Media Studies, and a Doctorate in Mass Communication from Syracuse University. When not with his wife and 3 kids, Martin is a talented jazz pianist, late-night video gamer, and avid runner.