Data Segmentation

Definition

Data segmentation is the process of taking your data and segmenting it so that you can use it more efficiently within marketing and operations.

Data segmentation will allow you to communicate a relevant and targeted message to each segment identified. By segmenting your data, you will be able to identify different levels of your customer database and allow messaging to be tailored and sophisticated to suit your target market.

Trying to understand the different characteristics of customers and prospects is a common challenge experienced by organisations today. Without this valuable information it is difficult to produce targeted and cost-effective communications. Marketing spend can be wasted on communicating with unprofitable customers and unlikely prospects. Resource can be ploughed into hitting the wrong target markets. Data segmentation can be used to overcome such issues.

Without data segmentation, an organisation can face various problems such as:

• General lack of knowledge about their customer and prospect base
• Untargeted communications producing low ROI
• Poor customer retention
• Incorrect messaging can lead to customer dissatisfaction

The Experian QAS solution?

QAS for Segmentation is a complete suite of products, datasets and professional services that allows you to profile and segment your database.

To find out more information on how Experian QAS can help you with your data segmentation projects or problems, contact us email us direct.