Marketing
Segment the market and target the right customer
When the market starts to look the same to everyone, build segments that mean something, test how attractive each one is, and target the right customer ethically.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Segmentation fundamentals
Foundational: you learn to split a market into customer groups that mean something. By the end of this program you can define segmentation, explain what it gives the organization and the customer, run the STP process, and test a proposed segmentation against the six characteristics that make one useful: identifiable, substantial, accessible, stable, differentiable and actionable.
- Same product, different result
- Both sides gain
- Six characteristics
Apply it: Application: profiling a segment
4 lessons · ≈3 hours
- Program 02
How to segment: who, what, why
Intermediate: you learn to segment consumers with the right variables. By the end of this program you can set up the who/what/why frame, define segments from demographic, geographic and psychographic variables (who), read behavioral segments from purchase behavior and RFM (what), find deeper segments through needs and demand space analysis (why), and combine all three lenses in a single study.
- Who: demographics, geography, psychographics
- Why: needs and demand space
Apply it: Application: combining the three lenses
4 lessons · ≈3 hours
- Program 03
Targeting, ethics and strategy
Advanced: you learn to pick the right segment and turn that choice into strategy. By the end of this program you can choose between mass, niche and one-to-one marketing, weigh a segment against the three selection factors (segment characteristics, company fit, competition), handle the ethical and privacy limits of targeting, connect segmentation to product, price, communication and sales decisions, and select among cluster, preference-based and response-based analytical methods.
- From mass to one-to-one
- Three factors in choosing a segment
- Ethical and privacy limits
Apply it: Analytical methods and application
5 lessons · ≈3 hours