Market segmentation presentation ESS Fall 2013
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Market segmentation presentation ESS Fall 2013

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Discussion of market segmentation process and cluster analysis, with a case study from EY applying the process to enterprise search.

Discussion of market segmentation process and cluster analysis, with a case study from EY applying the process to enterprise search.

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Market segmentation presentation ESS Fall 2013 Market segmentation presentation ESS Fall 2013 Presentation Transcript

  • Segmentation analysis A case study of EY search user experience Ed Dale, Search Services Manager October 2013
  • Agenda ► ► ► ► Global organization EY Overview Definition of market segmentation Case study — application in EY environment ► ► ► ► ► ► ► ► ► Purpose and objectives Primary data and software Overview of survey data Segmentation analysis Inputs Case study results Improving search with market segmentation Key lessons learned Questions? Page 1 Segmentation analysis – A case study of EY search user experience
  • Global organization operating in more than 150 countries EMEIA Japan Americas Asia-Pacific Page 2 Segmentation analysis – A case study of EY search user experience
  • EY overview Environment ► Member firms comprising 175,000 people in 150 countries ► Core services of audit, tax, transactions and advisory ► Diverse business units ► Numerous service offerings within each unit ► Hundreds of communities (e.g., geographic areas, industries, sectors, service lines, account teams) ► Constant change and growth Page 3 Segmentation analysis – A case study of EY search user experience
  • EY overview (cont’d) Individual profiles ► Highly mobile and remote ► Prompt in execution ► Required to team, collaborate and share knowledge ► Need flexible access to knowledge ► Need automated customization of tools ► Beginning to integrate new media tools into work flow ► Significant population of recent college graduates accustomed to collaborating via social networking techniques Page 4 Segmentation analysis – A case study of EY search user experience
  • Definition of market segmentation — what is segmentation? ► Segmentation is a technique to group people (make segments) according to their similarity in several dimensions or characteristics related to a product under consideration Group/ Segment 1 Group/ Segment 3 Group/ Segment 2 Page 5 Segmentation analysis – A case study of EY search user experience
  • Definition of market segmentation — how do we do it? ► Judgmental grouping ► ► ► We study the various characteristics of the target population and manually group people. Judgmental grouping is not appropriate for large datasets, and there is a possibility of a biased result. Cluster analysis ► ► Page 6 Cluster analysis is a powerful statistical technique that we can use for both small and large datasets. Since cluster analysis involves mathematical calculations, it reduces the probability of bias. Segmentation analysis – A case study of EY search user experience
  • Definition of market segmentation — cluster analysis ► What is cluster analysis ? ► ► ► Cluster analysis is a technique to identify and cluster people, objects or cases with similar characteristics or behavior. The clusters are different from each other. Each cluster collects cases or people that are similar in some way. Requirements ► ► Page 7 The analysis requires primary data or secondary data. Primary data could be collected via a new survey, while secondary data draws from pre-existing information. We need to use statistical software for the analysis. The mathematical processes behind this analysis also reduce the probability of manual bias. Segmentation analysis – A case study of EY search user experience
  • Case study — application in EY environment
  • Case study — purpose and objectives Purpose ► The study was set up to evaluate our users’ perception of EY’s enterprise search performance. Objectives: ► Identify different groups and subgroups of users according to their experiences with EY Search ► Observe the characteristics of each group ► Target and implement optimised plans or changes to give users a better search experience Page 9 Segmentation analysis – A case study of EY search user experience
  • Case study — primary data and software ► ► We collected our data using an organization-wide survey with parameters including demographic information and the users’ opinions of EY Search. We used off-the-shelf statistical software to carry out the analysis. Page 10 Segmentation analysis – A case study of EY search user experience
  • Case study — overview of survey data Practice Residence No Response 0.5% 0.3% CBS 26% 26% Advisory 25% Tax 59% TAS 14% Americas Assurance Asia-Pacific EMEIA Japan 29% 0% No Reponse Level 5% 10% 15% 20% 25% 30% 35% Age 30% 1% 22% 18% 20% 10% 1% 13% 10% Associate Senior Associate Supervising Associate Assistant Director Associate Director Director Administrative Entry Administrative Lead Administrative Advanced Intern (CS) Intern (CBS) Senior Staff/Assistant Manager Senior Manager Executive Director Partner/Principal Administrative Contractor Client Serving Contractor No Response Page 11 Administrative … 49% 0% 39% Less than 30 30–46 47–64 Segmentation analysis – A case study of EY search user experience Over 64 No response
  • Case study — segmentation analysis ► For segmentation, there are two methods of cluster analysis: ► ► ► ► The hierarchical method is best suited to small data sets. The K-means method, the most popular method of analysis, is best for large data sets. The ―K‖ indicates the number of clusters. We used the K-means clustering method for our analysis. The K-means clustering algorithm is a simple method for estimating the mean of a set of K-groups. Page 12 Segmentation analysis – A case study of EY search user experience
  • Case study — inputs ► Of the 45 questions or variables from the survey, we collected a set of the most suitable variables for analysis: ► ► ► ► Page 13 Rank of the respondent Application used for search Features used for search Search experience feedback Segmentation analysis – A case study of EY search user experience
  • Case study results
  • Case study results — clusters ► We were able to segment our search users into three different clusters using the analysis. Cluster 1 Cluster 3 Cluster 2 ► As before, the members of each cluster have similar characteristics or behavior but the three clusters differ in their characteristics. Page 15 Segmentation analysis – A case study of EY search user experience
  • Case study results — summary of clusters Cluster 1: Auditors Cluster 2: Librarians ► Members are from the Assurance service line and mostly use the GAAIT application. ► Members are from Core Business Services and mostly use knowledge applications. ► They are not fully aware of all of the features and domains of EY Search. ► They are more educated about the features of EY Search. ► They typically search for EY policies and methodologies. ► ► They want more local content, recent results and reduced response time. Page 16 ► They expect a platform that can search across everything in the organization. They want a more userfriendly search interface. Cluster 3: Advisors ► Members are from the Advisory service line and mostly use our licensed external sources. ► They tend to use the default search domain. ► Their searches are for content from our across intranet sites. ► They need to be made more aware of our taxonomy and given more helpful search domains. Segmentation analysis – A case study of EY search user experience
  • Improving search with market segmentation ► We can target education and marketing to each cluster: ► ► ► ► Auditors need to know how to narrow their search results to local content. Librarians need help with power features. Advisors need to understand how to narrow their search results to service line content. We can recruit the right subject matter resources: ► ► ► Page 17 We know which groups are key. We have targeted measures for each cluster, and each cluster has different needs. Our measures will show improvement for each set of needs. Segmentation analysis – A case study of EY search user experience
  • Key lessons learned ► ► ► ► After analyzing the logs, do the simple things first. You must have access to either primary or secondary data on your users, such as original survey data or existing Human Resources information. The process requires some statistical background and training. The segmentation analysis can highlight key audiences within your organization, but it is valuable only if you use the segments. Page 18 Segmentation analysis – A case study of EY search user experience
  • Questions? Page 19 Segmentation analysis – A case study of EY search user experience
  • Thank you Ed Dale Search Services Manager ed.dale@ey.com Page 20 Segmentation analysis – A case study of EY search user experience
  • EY | Assurance | Tax | Transactions | Advisory About EY EY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities. EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. For more information about our organization, please visit ey.com. Ernst & Young LLP is a client-serving member firm of Ernst & Young Global Limited operating in the US. © 2013 Ernst & Young LLP All Rights Reserved. ED None This material has been prepared for general informational purposes only and is not intended to be relied upon as accounting, tax, or other professional advice. Please refer to your advisors for specific advice. The views expressed herein are those of the presenter and do not necessarily reflect those of the EY organization or any member firm thereof.