City Unrulyversity - Salvation in Segmentation: How to Find Your Target Segment
Description
Salvation in Segmentation: How to Find Your Target Segment
By Dr Caroline Wiertz (Cass Business School) and Craig Hughes (Unruly)
Summer Term
Are you guilty of being in love with your product? Are you convinced that “if you build it, they will come”? Surprisingly many start-ups lack the discipline of doing a proper customer segmentation, and this is one of the biggest and most frequent threats to their success.
One of the ground rules of marketing is that you must have a good understanding of your target segment(s), because all elements of the marketing mix (i.e., product, price, place, promotion) have to be specifically adapted to fit your segment(s)’ needs. Thus, you should know your segment before you even think about your product!
In this interactive session, Caroline will introduce you to the basic theories of segmentation, and Craig will illustrate how they are applied at Unruly and reflected in Unruly’s product offerings. You will learn about the process of segmentation, the different segmentation variables on which you have to collect data, how to choose a “good” segment to target, and how to develop segment personas that will then influence all marketing mix decisions.
Caroline Wiertz is a Reader in Marketing at Cass Business School, City University London. Her main research interests lie in the areas of consumer research and new media marketing. At Cass, she’s known as the “social media academic” since most of her projects involve either YouTube or Twitter data. She has published in leading academic journals and won a bunch of prizes for her cutting-edge research as well as her teaching. Caroline is also the co-founder of City Unrulyversity and puts together the programme. If you have any suggestions about sessions you’d like to see, talk to her! In her spare time, Caroline is a Trustee of the St Martin-in-the-Field's Charity, which raises money for homeless and vulnerable people in the UK.
Unruly truth about Caroline: She is a Twitter researcher who does not tweet.
Craig Hughes is Product Director at Unruly, overseeing the development of new and existing analytics products. A proud Social Data geek, he recently joined Unruly after two years helping brands understand, segment and target audiences more effectively at PeerIndex. Craig’s work in this space extends back to 2010 when at IBM, and even his dissertation focussed on understanding the role of individual influencers in the flow of brand messages through online social networks. In his spare time, Craig helps lead a national scheme educating Primary School children about online safety, runs around a bit for a range of charities and suffers with a love of West Bromwich Albion.
Unruly truth about Craig: He dropped out halfway through a degree studying German, trained as a chef and worked for the MOD before realising an interest in Marketing and Tech.
