Resource
Optimiser
Classifying customers into differential
segments according to their true value is central to
successful selling. Produce real competitive advantage by
using a Resource
Optimiser segmentation and the resulting target lists
Our segmentation & targeting services are provided by the
product Resource Optimiser. A typical segmentation project
would involve producing two major outputs:
- a customer segmentation for use by marketing
- a linked target list for use by the salesforce
This is not to say that the two could not be one and the
same or that a simple target list for the salesforce could be
not be produced in isolation.
When developing a segmentation we introduce a whole set of
processes that ensure that segmentation and targeting are
ongoing and become an integral part of the organisation's
activities. Our projects identify target customers through a
set of measurable characteristics that can then be used to
define and classify groups of customers. These characteristics
are not defined by us - we would work with you to define them
through an iterative process of elimination to produce a core
set. Some of the factors included are listed below:
- - Opportunity to prescribe
- - Future likelihood to either increase prescribing or begin
prescribing - this is subtly and significantly different to
just studying historical prescribing of your
own products using third party, whether that be at sales
brick, implied practice or implied GP level.
- - Attitudinal data - if required we can integrate research
that can provide a guide for messaging and channel tactics.
We can also work with you to design implementation reports
to allow you to track the ongoing success and accuracy of the
segmentation once in place.
Each segmentation is unique to you. The uniqueness lies in
our ability to objectively put together numerous and disparate
data sources, both internal and external, into clear, cohesive
and relevant information.
Often this can be achieved in remarkably short and cost
effective timescales.
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