Claritas Prizm - Behavioral Customer Segmentation

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Step by step guide for a 2 hour introduction to PRIZM and some baseline to understand DEMOGRAPHIC options better. It is PDF export from PREZI Altough Claritas Prizm will be replaced soon by "Nielsen Segmentation & Market Solutions" but IMHO, PRIZM is the best way to understand & feel demographic segmentation better.

Marketing

Claritas Prizm - Behavioral Customer Segmentation

* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles. * Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business. * Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.

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