Tech company
Creating a highly operational market segmentation that maps to internal systems
Understanding needs
Our client was a tech company specialising in resource planning software, based in Silicon Valley but operating internationally.
They needed a more sophisticated approach to segmentation, one that was reflective of the current market but crucially could also be made operational across countries.
Connecting data
We combined customer data from internal systems in the US and other key countries with market survey data.
This provided a holistic view of customers, combining a rich view of current behaviour with demographics, needs, attitudes, and competitor behaviour and perceptions
Driving change
Customers in key markets were tagged with a specific market segment.
Comms were tailored by segment with a rich understanding of ‘why’ customers behave the way they do, products and new in-app features were developed for key target segments.
This conjoint has been extremely helpful for us when implementing the entire add-on strategy, enabling us to be data driven and customer centric
Clara Westman
Head of Customer Insight and Brand Innovation