Segmentation

Segmentation or cluster analysis is a crucial technique in marketing that divides a group of diverse people or companies into smaller, more homogenous segments based on various characteristics and criteria. Segmentation analysis aims to understand better and target specific customer groups. Through segmentation, businesses can tailor their products, services, and marketing strategies to meet each segment's unique needs and preferences. At boobook, we use various analytical segmentation methods, such as latent class clustering, Hierarchical Bayes clustering, Cluster Ensemble, K-means, etc. The data, as well as the required outcome, drive method choice. Apart from choosing the most potent methodology, we also pay a lot of attention to ensuring the segments can be tackled by various business teams, a challenge which many segmentation exercises fail upon.