"7 in 10 Segmentation projects that fail to deliver any real business benefit."
(Source: CIM survey of marketing professionals)
This is rarely due to technical or research problems. Rather, failures occur due to improperly identifying where the segmentation will be used, how it will be integrated into processes and best shared with diverse colleagues.
Nunwood specialize in creating powerful, segmentations, developing strategies and integrating these action plans into client businesses:
• We spend time up front, onsite, understanding your stakeholders, systems and upcoming strategic decisions.
• We draw on an array of innovative qualitative techniques designed to capture the essence of consumer attitudes, preferences and behaviour.
• We employ world-class analytics used to create a segmentation that is not only statistically robust but also commercially discriminating and actionable.
• We firmly integrate financial data and customer database information to ensure that the segmentation can be linked to measures of customer value.
• We help lead a programme of “activation” - using graphic design, film, workshops and CRM integration - designed to drive the segmentation to the very heart of business planning.