Customer segmentation built for the teams who use it.
Segments your marketing, product and sales teams can recognize, find again and plan around.
When teams bring us a segmentation.
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Each team has its own picture of the customer.
Marketing, product and sales plan around the same people, described in the same words.
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You need to choose who to put first.
Each segment is sized, so you can see where growth could come from.
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Your segmentation has stopped being used.
We’ll suggest what we would keep and what we would rebuild, so the segments are back in the plans your teams make.
Segments that went to work.
“antedote’s project has been foundational to our entire business. It has shaped our national go to market strategy, clarified how we market and sell our product in existing regions, and become the ‘North Star’ in every Marketing and Product decision we make.”
- Segmenting a venue’s members from its own records A needs-based member segmentation, a tool to allocate members from the client’s own data. What happened next Emails scheduled by segment, and the segments informing its brand and its events.
- A company-wide segmentation for a connected home business A sized segmentation with personas, films and a playbook for the priority segments. What happened next Its later research, from packaging to creative work with its agency, built around the priority segments.
- Defining the customer for a new consumer category Personas and a national market-sizing model. What happened next Four times as effective at generating phone appointments, in the company’s own account.
Another of our segmentation programs: EXPLOR Award winner, Insights Association, for a segmentation and market model, voted by the Corporate Researchers Conference.
Before you start a segmentation.
Can a segmentation and a choice model run in one survey?
Yes, when the segments need to inform price or the range, so you can see which price and range suit each segment.
When does a segmentation need refreshing?
When the segments stop predicting what customers do, often after a shift in the category, the channels or the customer base.
Our thinking on segmentation and customer understanding
Starting a segmentation, or rebuilding one?
Bring the question your segments need to answer. We’ll tell you plainly whether a segmentation is the right tool for it.
A partner or director will reply.