Segmentation is equal parts process, art and science. Process because there are distinct steps, art because solutions are crafted to meet specific objectives, science because the tools used attempt to apply objective criteria. It is also referred to as clustering.
Why integrate data? Each data type has its strengths and weaknesses and in combination can give additional insight
Of all the elements of the marketing mix (product, price, place and promotion) the easiest and quickest to change is usually price. It is also easy for customers and sales to claim that a product or service is too expensive, and this is fed back to the organisation.
Driver importance analysis is used to help direct resources in order to achieve organisational goals. Driver importance analysis is also known as Importance analysis, Key Driver analysis and Preference regression.