Database segmentation for product strategy development

Paper

McClymont, Hoda and Young, Jared. 2003. "Database segmentation for product strategy development." Tolo, M., Kennedy, R. and Geursen, G. (ed.) ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide, Australia 01 - 03 Dec 2003 Melbourne, Australia.
Paper/Presentation Title

Database segmentation for product strategy development

Presentation TypePaper
AuthorsMcClymont, Hoda (Author) and Young, Jared (Author)
EditorsTolo, M., Kennedy, R. and Geursen, G.
Journal or Proceedings TitleProceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2003)
ERA Conference ID76596
Number of Pages9
Year2003
Place of PublicationMelbourne, Australia
ISBN0868039829
Web Address (URL) of Paperhttp://anzmac.info/conference/2003/papers/EI04_mcclymonth.pdf
Conference/EventANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
ANZMAC Conference
Event Details
ANZMAC Conference
Australian and New Zealand Marketing Academy Conference
Rank
C
C
Event Details
ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
Parent
ANZMAC Conference
Event Date
01 to end of 03 Dec 2003
Event Location
Adelaide, Australia
Abstract

Although the topic of market segmentation has been discussed extensively in the mainstream marketing literature, limited attention has been paid to segmentation for product strategy development in database marketing. In order to provide a framework for how the database is segmented for product strategy, this research undertook indepth interview and case studies to explore the process. Four main issues were developed for investigation including: what bases and variables, sequence of bases,
sources of information and method of segmentation were used during product development. The findings of this research showed that the database is segmented during two stages of product strategy development: product research and testing. The main bases used for research and testing is behavioural data stored in the firm's database. During research and testing of the product, the database is segmented mainly on behaviour with demographics being added in certain industries. Attitudinal data is merely used to understand the needs of behavioural segments rather than to segment database customers. The sequence of bases applied to egmentation for research and testing is usually that of behaviour followed by demographics. Furthermore, segmentation for idea generation, testing and research is based solely on data from a firm's internal database (to the exclusion of external databases) and only the 'a priori' segmentation method is applied to the database. The research showed that the industry type only impacted on the types of bases used but not on other aspects of segmentation.

ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350699. Marketing not elsewhere classified
359999. Other commerce, management, tourism and services not elsewhere classified
Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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