Re: Market Segmentation Analysis Applied To The Online World

From: john banslaben <JBanslaben_at_aol.com>
Date: Fri 10 Dec 1999 09:14:38 EST

BRYCE ISHAM WROTE:
> My questions:
>
> What other applications for market segmentation in the
> online world have I missed?
>
> Are many Internet-based companies and companies with
> an online presence using market segmentation analysis?
>
> If you know of any companies that are using market
> segmentation analysis, do you know what the results
> have been?
>
> When companies do what is called "personalization",
> is this type of market segmentation analysis being
> used?

mass customization on the web can go too far! while we
indeed realize a value from segmentating large groups
of customers in order to "talk" in a more harmonious
way to different tyoes of people, we need to balance
the refined level of granularity with reliability of
our messages. mass marketing is too big, 1-1 marketing
is too small because of the ideosyncratic nature of
individuals. we need to identify the smallest "1 to
few" group that represents a stable collection of
characteristics that are reliably valid for current
and future groups.

john banslaben
artech, Inc
johnb_at_artech1.com




Received on Fri Dec 10 1999 - 08:14:38 CST