Segmentation
Segmentation Research is an efficient way to organize the market and determine best methods for communicating with each segment. To do this, ICI performs two level of segmentation analysis. The first level, referred to as Market Segmentation, identifies segments of customers based on common needs, characteristics, and appeal of the product/service offering. From there, segments are prioritized based on opportunity relative to the competition. The second level, referred to as Strategy Segmentation, uses formerly derived market segments to define which website view, copy, or email offer will be presented to customers for optimal engagement and sales.