** Segmenting your customers

Level: Marketing leadership

Each of your customers is unique; they deserve to be treated as such.

In this lesson, you will learn how to use segmentation to cater to the individual needs of your audience. Using interactive exercises and industry case studies, you'll explore a range of techniques to identify, understand, and target your audience segments.

Lesson objectives:

• The key benefits of segmentation
• The analytical techniques used to identify segments, including multivariant analysis
• About segmenting customers by RFM
• About some industry segmentation studies

Estimated completion time: 4 hours

Course of origin: DMA Postgraduate Marketing Diploma