Audit Your Marketing Segmentation to Improve ROI

Presented by

Kevin Clancy, Chairman, Copernicus Marketing Consulting and Research

About this talk

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.

Related topics:

More from this channel

Upcoming talks (0)
On-demand talks (34)
Subscribers (1906)
Tune in for helpful how-to information and big-picture perspectives on burning marketing and business issues from Copernicus' digitally saavy senior consultants and guests.