Customer Segmentation for the Total Addressable Market (TaM)

Why oversampling is critical for a modern marketplace approach

Course Description

Since the early 1970s it has become easier and easier to segment audiences using quantitative tools while getting an understanding of user attitudes and behaviors. What’s been slow to change is the adoption of new quantitative research methodologies that compensate for the changing demographics globally. With the abundance of data, why is it so hard for brands to glean cross-cultural and poly-cultural insights?

Course Outline

People
Background and profile of what is a customer segmentation.
Approach
Common mistakes when designing and fielding an inclusive customer segmentation.
Activate
Design and develop a customer segmentation for the total addressable market (TAM).

Course Takeaways

  • Insight about how to properly build an inclusive customer segmentation
  • Understanding what not to do when investing in a modern customer segmentation
  • How to gain internal alignment and use for growth acceleration.

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