Challenge: A downtown business group wanted to increase the number of visits to the area. Awareness of the area was already shown via survey to be high and repeated television and radio advertisements and promotional spots had assured it would stay so. Visits to the area however had remained fairly stable and had not increased with increasing awareness. The business group needed help with increasing visits and spending.By default, behavioral segmentation takes into account attitudes, beliefs, norms, barriers and facilitators.
Various strategies for segmentation exist but evidence suggests that behavior-based works best. As the model above suggests, segmentation based on a behavior takes into account many of the variables normally included in ‘lesser’ versions of customer segmentation. Behavioral/transaction data are often times collected by organizations and companies.
For associations, sign-up begins member identification. For companies, provision of an email on a website can constitute customer identification. After that, whether a member or customer becomes a loyalist is dependent upon the experience and other factors; many of which are controllable or can be affected by proper marketing.
