UNLOCKING THE ENTERPRISE POTENTIAL OF BEHAVIORAL SEGMENTATION
With the rise of big data, segmentation has become more important to company growth strategies and the bottom line. However, many companies have not unlocked their full potential by doing the right types of analysis.
Behavioral segmentation, i.e., customer segmentation based on transaction history and trip frequency, has been underutilized due to the costs and time required for analysis - despite its superiority to other forms of segmentation as an input to business decisions.
Now, a behavioral segmentation tool from Aimia offers an effective way to unlock the enterprise potential of behavioral segmentation.
The solution, called TRIPPS, lets clients deploy behavioral segmentation quickly and inexpensively, secure immediate benefits, and establish behavioral segmentation as a means of making smarter business decisions across the enterprise. Today, most companies primarily use demographic or attitudinal segmentation to make business decisions. But today’s customers require that brands demonstrate that they understand them better as individuals through the way they are treated – and this is where behavioral segmentation can make a tremendous difference. Since behavioral segmentation is uniquely suited to showing how customers interact in stores or online, brands gain a much more actionable perspective into their customer base. Behavioral segmentation provides brands with that context for customer attitudes and needs by uncovering otherwise hidden connections between their behaviors and their correlation with attitudinal and demographic variables