Market Segmentation

Overview


Market segmentation refers to taking the set of customers or potential customers and dividing them into different groupings based on a shared set of characteristics. Marketers do this because in order to market to specific customers, it is helpful to have a picture of who the customer is. Splitting customers into groups helps to identify who the typical customers are and what they care about.

Topics


  • Data - discusses the tools used to process a raw dataset into a set of groups.
  • Analysis - methods used to analyze data that has been grouped. Also includes methods for identifying natural groupings of the raw data.

Contents