Kevin Clancy, Chairman, Copernicus Marketing Consulting and Research
Before investing more money and time into another market segmentation research effort that may or may not produce helpful results, Kevin Clancy suggests marketers consider doing a market segmentation audit first.
Like a financial audit, a market segmentation and targeting audit can help marketers:
• Understand strengths and weaknesses of current practices
• Pinpoint trouble spot in order to salvage an existing strategy
• Make future efforts more relevant and useful.
Kevin will give marketers an overview of the basics of doing market segmentation audit. He will offer suggestions for documents and processes to review, as well as factors indicative of an actionable market segmentation to consider.