We use several segmentation methods:
● contract-cycle segmentation,
● life-cycle segmentation,
● demographic segmentation,
● product based segmentation,
● psychographic segmentation,
● behavioural segmentation.
The segmentation used on the basis of Marketing Data Warehouse may be conducted by using intuitive techniques, data-mining or we may suggest external surveys. Usually we use the Marketing Data Warehouse to build behaviour models (for example early termination or churn model-). The external marketing research goals can be the following:
● data enrichment,
● exploration of customers’ decision-making mechanisms,
● gathering information for the development of the loyalty program,
● gathering information for the compilation of promotional packages,
● identifying the reasons for customer attrition.