Alexis Aravena G.,Diego Contreras Reyes,Felipe Contreras Reyes,Sofia Montenegro.
Contreras Module 08
Transcript of Contreras Module 08
Agenda● What is STP?● Variables for Segmentation ● VALS Profiles● Segmentation Strategies● Perception and Reality Maps● Introduction to Google Analytics
What is STP?Segmentation: Grouping customers by specific criteriaTargeting: Select the most attractive customers for the businessPositioning: Customize value proposition for target segments
What is STP?One of the most used marketing models in modern marketing.Helps identify and prioritise value propositions to personalize and deliver relevant content to specific markets.
What is STP?STP can be applied to traditional and digital marketing.Its effectiveness relies on selecting the most valuable segments, target them and deliver the products as they best prefer.
Variables for SegmentationDemographic: Geographic
● Age ● Region
● Gender ● City Size
● Race ● Climate
● Age Bracket ● Latitude
● User Type ● Longitude
Variables for SegmentationBehavioristic: Psychographics
● Volume Usage ● Attitudes
● End Use ● Interests
● Loyalty ● Opinions
● Session Count ● Interest Affinity
● Days Since Last Session ● Interest in Market
VALS ProfilesValues, Attitudes, And LifestylesFramework to better understand consumers’ characteristics and behavior● Get ‘into’ consumers head● Create enhanced customer profiles● Customize experiences for specific targets
VALS ProfilesSurvivors:● Lowest income, oldest and most loyal audience● Focus on memories, safety and security
Believers:● Modest income, conservative and predictable behavior.● Focus on family, traditions and religion
VALS ProfilesStrivers:● Few resources, style and emulating other people is important● Focus on impulsive behavior, sense of belonging and stability
Makers:● Practical and self-sufficient. Not impressed by material
possessions● Focus on family, work and physical recreation
VALS ProfilesThinkers:● Mature responsible and well-educated professionals● Focus on being informed, smart shopping and openness
Achievers:● Successful, work and family oriented, demonstrate status● Focus on recognition, acceptance, material possessions and rules
VALS ProfilesExperiencers:● Youngest segment, environment-aware, energized and social● Focus on social media, entertainment and purchasing
Innovators:● Highest income and self-esteem, diverse and fine interests● Focus on rewarding experiences, challenges and authenticity
Segmentation StrategiesUndifferentiated Strategy
● Homogeneous group● Single approach● Massive reach
Segmentation StrategiesDifferentiated Strategy
● Customer research● Multiple promotions● Specific benefits
Segmentation StrategiesSegment of One Strategy
● Single customer behavior● Ultimate customization● Detailed information
Perception and Reality Maps
Graphic representation of market players rated on valued attributes
● How customers perceive products● How products actually are
Introduction to Google Analytics
● Free web analytics service● Helps in SEO (Search Engine Optimization)● Optimize digital marketing strategies● Allows for market segmentation by:
● Demographics ● Custom Segments
● Psychographic ● Traffic Sources
● Behavioristic ● Social Interactions
Summary● Formal process to segmentation helps business achieve goals● Segmentation can be done in many ways by different variables● VALS framework helps businesses better understand customers● Marketing can benefit from multiple segmentation strategies● Depending on the business, different segmentation strategies pose
advantages and disadvantages● Graphic representation of markets helps position products● Web tools such as Google Analytics help digital marketers
Referenceshttp://www.strategicbusinessinsights.com/vals/ustypes.shtmlhttp://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-and-positioning/https://developers.google.com/analytics/devguides/reporting/core/dimsmets#view=detail&group=audiencehttp://www.strategicbusinessinsights.com/vals/http://smallbusiness.chron.com/undifferentiated-marketing-20797.htmlhttp://www.globalspec.com/reference/47105/203279/undifferentiated-concentrated-and-differentiated-targeting-strategieshttps://www.bcgperspectives.com/content/Classics/strategy_segment_of_one_marketing/http://searchbusinessanalytics.techtarget.com/definition/Google-Analytics