Business Brain Food Weekly Educational Series February 21

Increasing Profitability Through Customer Segmentation

Susan Spaulding & Brian Moriarty, Market Directions, Inc.

Many times marketing resources are focused on attracting new customers rather than taking good care of loyal customers.  While new customer acquisition is necessary, it's equally important to understand which market segments have the greatest ROI potential.  Market segmentation can be accomplished using sales transaction data along with attitudinal and demographic information.  When well executed, these activities can dramatically increase profitability.

Sponsored by the UMKC Henry W. Bloch School of Business & Public Administration