Customers and prospects have unique attitudes, needs, and preferences, representing distinct opportunities—now and in the future. An actionable segmentation achieves three important goals: it tells you how customers think, predicts behavior and determines how to reach your targets. If you can’t meet all three, your attitudinal segmentation will sit on the shelf while your company targets customers based on behaviors observed in data bases, but without meaningful messaging that speaks to customer needs and convinces them to buy.
Rockbridge’s MaxSeg™ solution uniquely balances these goals to uncover segments that differentiate on attitudes and needs, value and behavior, and targetable traits.
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