Dreams Do Come True: Profit-Focused Market Segmentation

Presented by

Henry Gamse, Senior Vice President, Copernicus Marketing Consulting & Research

About this talk

Marketers dream of a market segmentation that will guide critical decisions about product mix, media, and more. Yet more often than not, even after a heavy investment of time and resources, they can't make heads or tails of the results when it comes to selecting targets or, very importantly, figuring out how to market to them. Henry Gamse, a senior vice president at Copernicus and veteran of over 500 segmentations in virtually every product category, will outline an approach, where potential profitability and actionability drive the targeting decision. He will describe eye-opening, logical measures anyone can use to assess the value of different buyers to your brand, as he reveals a process that ensures a segmentation is usable across marketing functions, including sales and media.

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