The document discusses new approaches to customer segmentation. Traditional segmentation methods focus on behavioral data and transactions, but fail to account for individual customer needs and preferences. Most organizations also struggle to leverage the large amounts of customer data now available from digital channels. The document introduces Blueocean Market Intelligence's Persona solution, which creates detailed individual customer profiles by integrating online data sources. These profiles provide a holistic view of each customer to improve targeting, marketing, sales, and product strategies. Organizations can group profiles into enriched buyer personas to better understand and serve customers.

1. Seeing Customer
Segmentation in a New Light
© 2015 Blueocean Market Intelligence

2. About us
© 2015 Blueocean Market Intelligence
Global analytics and insights leader with 1,000 analysts providing decision support for
sales, marketing and product planning
We Are
Enable businesses to make sound, data-driven decisions through a multi-disciplinary
approach and 360 view of customers, competitors and markets
Vision
Exciting, Innovative, Creative, Data-Driven
Culture
Deloitte list of Fastest Growing Companies (5 years)
Fortune Magazine/IAOP Top 100 Outsourcing Companies in the World (5 years)
Recognition
1

3. © 2015 Blueocean Market Intelligence
Data and analytics are the new source of competitive
advantage
Cost/Process Technology Data/Analytics
Until 1990s 2010 Onwards
2

4. © 2015 Blueocean Market Intelligence
Are Data / Analytics practices new?
2004 2005 2006 2006 2007 2008 2009 2010 2011 2012 2013 2014
Big Data Analytics
Source: trends.google.com
3

5. Agenda: rethinking our customer definitions
• Reality check: today versus yesterday
• Seeing the light: what organizations are missing
• Introducing Blueocean Market Intelligence’s Persona™ platform
© 2015 Blueocean Market Intelligence 4

6. CUSTOMERS TODAY ARE
“HYPERCONNECTED”
Always on, always available and multi-platform
© 2015 Blueocean Market Intelligence 5

7. Total U.S. Internet Usage in Minutes by Platform
(Figures in Billions)
Dec 2010
401
131
11
Dec 2013
429
442
124
Jul 2014
+1040%
+237%
+7%
521
143
495
+16%
+17%
1,159
995
543
+83%
Tablet
Smart
phone
Desktop
Device Adoption Does Not Cannibalize: It Compounds
+15%
+17%
Insatiable appetite for more

8. © 2015 Blueocean Market Intelligence
The internet of things brings a unimaginable world of
consumption
The 1990’s fixed Internet wave connected 1 billion users, while the 2000’s mobile wave
connected another 2 billion. The IoT has the potential to connect 10 times as many.
Progression of Connectivity: People and Things
“Fixed” computing
(you go to the device)
Mobility/BYOD
(the device goes with you)
Internet of Things
(age of devices)
Internet of Everything
(people, process, data, things)
1995 2000 2013 2020
200M
10B
50B
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9. © 2015 Blueocean Market Intelligence
However, customers remain human
System 1 System 2
Two modes of thinking and decisions are often made, using emotional
rather than rational thinking
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10. Customers are leaving behind important information
Customers leave behind identity
imprints, needs, and wants as digital
“crumbs” as they traverse through
different platforms and devices
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11. Organizations are ill-prepared for the new world
© 2015 Blueocean Market Intelligence
1 Data explosion
2 Social media
3 Growth of channel and device choices
4 Shifting consumer demographics
5 Financial constraints
6 Decreasing brand loyalty
7 Growth market opportunities
8 ROI accountability
9 Customer collaboration and influence
10 Privacy considerations
11 Global outsourcing
12 Regulatory considerations
13 Corporate transparency
Mean
The biggest headaches The four most prominent
challenges for CMOs are the data explosion, social
media, proliferation of channels and devices, and
shifting consumer demographics.
“The most effective
CMOs focus on getting
to know individuals,
not just markets. They
mine new digital
information sources.
And they use customer
analytics to turn data
into insights on which
their organizations can
act.”
1
2
3
4
5
710
11
13
12
6
8 9
0 20 40 60
40
50
60
70
Under preparedness
Percent of
CMOs reporting
under preparedness
Factors impacting
Marketing
Percent of
CMOs selecting as
“Top five factors”
IBM CMO Study 2015
10

12. © 2015 Blueocean Market Intelligence
Most fall into a traditional traps
So why do organizations decide to cluster
them leveraging inside out behavioral and
attitudinal data?
Humans are unique
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13. Dissecting traditional customer segmentation exercises
• More time-based, whether quarterly, semi-annual or annual; handful are
monthly
• Highly oriented towards behavioral data and commonly leveraging
interaction and transaction information
• Frequently based on “RFM” models
• Do not take into account current and future needs of the customer
© 2015 Blueocean Market Intelligence 12

14. © 2015 Blueocean Market Intelligence
Customer lifetime value: challenging the one-dimensional view
Loyalty Advocacy
Loyalty Advocacy
Loyalty Advocacy
13

15. It is not rocket science
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Leverage 0 and 1 to know the “one”
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16. It all starts with them…
What do they want?
What preferences do they have?
What are their social circles?
How do they want to interact with you?
?
© 2015 Blueocean Market Intelligence
Get to know your customers and prospects
15

17. Introducing Blueocean Market Intelligence’s
Persona™ Solution
© 2015 Blueocean Market Intelligence 16

18. Overview
• Near to real-time insights from the individual’s
digital channels as defined by business
priorities
• Ability to integrate organizational customer
segments and other behavioural data
• Maps conversations with the context to
organizational priorities and focus areas
• Identifies power users and separates the
potential advocates from the noise
• Sorts and filters by different measurable criteria
to obtain relevant results
© 2015 Blueocean Market Intelligence 17

19. Organizational users: use cases
© 2015 Blueocean Market Intelligence
• Convert customer
segments into different
buyer personas
• Enhance better target
strategies for
Prospects / Leads
• Drive innovation for
MARCOM
• Drive competitive
tactics and strategy
plans
• Enhance scoring engines
Marketing
• Create more enriched
prospect / customer
strategy
• Drive better
communication engines
• Prospect scoring: high
vs. low
• Augment the prospect /
customer details and
insights
Sales
• Create customized web
user experience for
different personas and
segments
• Improve web user
experience by
identifying customer
pain points during their
digital journey
User Experience
• Fuel market research
opportunities by
• Product innovation
• Consumer insights
• Market white spaces
Market Research
18

20. Recap of today’s discussion
1. Setup a right strategy to exploit power of data, technology and process
2. Understand customers at an individual level rather than segments
3. Advocacy a new dimension in measuring customer life time value
© 2015 Blueocean Market Intelligence 19

21. © 2015 Blueocean Market Intelligence 20
Thank You
For more information:
Anees Merchant,
Senior Vice President – Digital
Email: anees.m@blueoceanmi.com
Twitter: @aneesmerchant
LinkedIn: www.linkedin.com/aneesmerchant
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