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ISBM Webinar
11am EDT May 15, 2007
 
B-to-B Segmentation For Greater ROI With Cluster Analysis ME>XL
 
Gary L. Lilien
Distinguished Research Professor of Management Science at Penn State
Research Director, ISBM

Modern marketing programs are built around the concepts of segmentation and targeting, i.e., the allocation of business resources in concert with segmentation. Ted Levitt went so far as to say that "If you are not thinking segmentation, you are not thinking," at least in a business sense. 

Yet most B-to-B segmentation efforts are failures either because they have not been implemented or because they have not demonstrated significant business value.

There is both an art and a science to segmentation. In this webinar, I will sketch the art of successful segmentation, outlining the concepts and processes that have been organizationally and financially successful in B-to-B organizations. I will then focus on the science of segmentation: not the science of high end applications, but the quick and dirty, do-it-yourself science (or rather, engineering) involved in getting an actionable segmentation up and running quickly.

I will illustrate the approach using the cluster analysis tools in the new ISBM-supported software, ME>XL (Marketing Engineering for Excel), which should remove some of the mystery and apprehension about the approach. I will conclude by discussing how participants can make immediate use of the concepts and the related software.

This is the third webinar in the Decision/Insight Webinar Series. If you have missed the first two webinars in this series, please click here to view the first webinar Fact-Based Product Positioning with Perceptual Maps which was held on November 2, 2006. Click here  to view the second webinar on Segment Targeting and Project Prioritization for Greater Profit which was held on March 6, 2007.

Please register today at:

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