Making customer orientation part of the marketing strategy
Customer orientation (or customer centricity) is intrinsic to modern management. Everyone agrees on this. But due to silo thinking a uniform understanding of an organisation’s customers is often missing. This is why what should be a simple question: “Who are our customers?” can’t always be answered with ease. We understand customer segmentation – also known as personas – as a well-proven, core management tool for marketing.
No need for each department to reinvent the customer
Customer segmentation using data via cluster analysis gives you reliable information about your customers in both the B2C and B2B sectors. It shows you which are the most attractive target groups, who they are, and how they differ from each other. And this is just the start. Thanks to Accelerom’s algorithms, customer segmentation can be directly combined with the target group-specific customer journey and the optimal media mix associated with this. Giving you the key to successful marketing.
Those who think and play differently, shop differently: target group communication at Intersport Germany
Read the full case study here