Segmentation - Merkle

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OutcomeStrategic and Tactical TargetingStrategySegment PrioritizationCustomer EngagementValue PropositionMedia Budget AllocationProduct PlanningBrand StrategyCompetitive StrategyTacticsTactical TargetingCustomized TreatmentMessaging & CreativeMedia Offline BuyingOffer PresentationTactical TargetingPositioningSolution• Invest primarily in twosegments• Anonymous digitaltargeting• EM/DM by segment18
OutcomePersonalizationStrategySegment PrioritizationCustomer EngagementValue PropositionMedia Budget AllocationProduct PlanningBrand StrategyCompetitive StrategyTacticsTactical TargetingCustomized TreatmentMessaging & CreativeMedia Offline BuyingOffer PresentationTactical TargetingPositioningSolution• Segment engagementstrategies• Website personalization• Call center personalizationand “scripting”• Online tools19
Page 1 and 2: SegmentationCustomer Strategy DoneR
Page 3 and 4: Objective• Demonstrate elements o
Page 5 and 6: Challenges with Original Targeting
Page 7 and 8: The SolutionAfter extensive require
Page 10 and 11: Young Achievers Strategy and Journe
Page 12 and 13: Example: Concerned Mom’s landing
Page 14 and 15: Example: CSR TrainingAwareness of s
Page 16 and 17: Example: Media Planning• Integrat
Page 20 and 21: OutcomeMessaging and CreativeStrate
Page 22 and 23: OutcomeOffer StrategyStrategySegmen
Page 24: Thank You!Q & ASanjay Mehra -smehra

Segmentation - Merkle

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