Segmentations that Stick

When done well, segmentations can form the bedrock of consumer marketing strategy. However more often than not segmentations, no matter how well executed, fail to actually become embedded in an organisation’s structure. The webinar will not be a statistical lesson in segmentations – something AURA members are very well versed in! – it will be about how to ensure the commercial success of a segmentation.

The Mayborn group (Tommee Tippee) had long worked with two separate ways of categorizing their shoppers; global motivators which gave an understanding of drivers of parenting behaviour, and regional personas which gave them the information needed to ensure relevant comms.

They were not lacking in data but a clear gap existed for unified segmentation that would prioritise resources and develop meaningful innovations for groups of parents united by the same motivations, beliefs, and behaviours, irrespective of life stage.

Market Measures worked with Tommee Tippee to create this segmentation whose large-scale impact meant a 180-degree shift in company focus. It resonated globally with implications on everything from product innovations, and retailer conversations to acquisitions. And although the segmentation itself was built on solid data, how it was embedded has ensured long-term success. It has become the primary lens for viewing their customers and targets that extends across all division