Customer Segmentation
Who are we reaching? Another core competency of Yankee Group is helping clients identify key customer attributes through rigorous analysis of market data. This results in valuable insights into proprietary segmentation in virtually any market space.
Real world example: Hoping to invigorate its market share in postpaid retail wireless communications, a leading global discount retailer looked to us to create custom research and engage its customers to determine their overall awareness and regard for the retailer as a wireless provider. We gathered data on phone usage, call patterns, purchasing habits, calling plans and payment preference. Based on our comprehensive analysis and custom action plans, the retailer launched a new vendor strategy, marketing initiatives, channel partnership and fresh product initiatives in the wireless space. In very little time, it gained a complete and actionable strategic vision, and now it knows it wants more: A follow-up engagement is in the works.
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