CRM Implementation: Segmentation

In this course, you will learn about segmentation, an analytic technique that is an important component of a marketer’s toolkit. This course consists of three lessons that will help you understand the pre-requisites and core principles of Segmentation usage, development, and best practices.

In the first lesson, we provide an overview of segmentation as well as marketing goals of segmentation and discuss the data requirements and the types of variables that could be used to develop an effective segmentation scheme. In the second lesson, we will review a variety of segmentation methods ranging from the simplest intuition-based methods to the more sophisticated analytical techniques. In the last lesson, we discuss real-life examples and applications of segmentation as well as ways in which this technique could be used to improve marketing efficiency.

After completing this course, you will be able to move toward creating brand new segmentation schemes and/or optimally utilizing existing ones.

This course is the fifth in a six-part series entitled: “CRM Implementation: Merging Data & Insights”.  This course can be taken either as a stand-alone course or as part of the series. Powered by Marist.

Learning Experience

This is a video-based, lecture format course with no interactivity. It provides real-world, practitioner-led learning. Active course participation is minimal and includes assessments, but no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in CRM segmentation.

Course Outline

Lesson 1: Overview, Goals and Data 

• The process of segmentation
• Segmentation goals
• Segmentation variables
• The segmentation database
• Lesson exercise

Lesson 2: Methods

• Segmentation schemes / types
• Segmentation methods
• Lesson exercise

Lesson 3: Applications

• Campaign optimization
• Segmentation example types
• Product development & bundling
• Improving accuracy of models
• Segmentation applications
• Testing for consumer and market research
• Lesson exercise

Estimated Length of Completion

Approximately 70 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

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