This Presentation was presented in the 23rd Edition of MRSI, the Annual Market Research Seminar by Soumya Sarkar,
This paper presents a novel approach of objective driven segmentation that incorporates strategic growth goals at the forefront of the segmentation process. A combination of CHAID and 2 Step Cluster Analysis was used to segment a largely homogeneous population of online shoppers. Inclusion of growth goals in segmentation scheme led to isolation of opportunity – ensuring high actionability and impact..
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