Customer data is key to an effective marketing strategy. You need to understand as much as possible about your target audiences: what makes them tick, what they expect from your brand, what resonates with them, and what doesn’t.   

Yet many marketers create strategies based on past experience and internal assumptions. If you really want to make an impact for your business, build your strategies based on customer segmentation data.  

What is customer segmentation?

Customer segmentation is the identification of unique groups (or customer segments) that exist within your audience. Each segment is made up of people who exhibit similar behaviors, have similar needs, and expect similar things from your brand. When you understand each of your customer segments, you can tailor your strategies to the needs of each segment—resulting in better performance.  

Customer segmentation combines qualitative and quantitative research methods to collect data from your actual customers and stakeholders. The approach to your study will vary based on your business goals, but it should always result in actionable insights about your customer segments.  

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Achieving business goals with customer segmentation

Whatever your business goals or KPIs, you can achieve them more effectively with customer segmentation data.  

Increase revenue/sales

Your customer segments are unique. They behave in different ways for different reasons. Through research, learn why customers purchase from you—and when they choose your competition. You can also determine what would make them spend more with your brand. 

Improve marketing ROI

You have a limited budget and resources but need to maximize your marketing. Identify which customer segments use what channels, when they use them, and why. Then use that insight to refine your messaging and plan more targeted tactics.

Improve customer satisfaction

There is no limit to what you can learn by listening to your customers. Customer research helps you really hear them—empowering you to connect more authentically, build better connections, and improve how they feel and think about your brand.

Create data-driven digital strategies

Whether you’re building a website or launching a new campaign, customer research should guide your strategy and content. Identify the needs and expectations of each customer segment, then use that data to create a unified vision that drives your entire digital ecosystem.

How customer segmentation works

Unlike other customer segmentation studies that focus only on customer needs, Ntara’s customer segmentation approach covers four dimensions of data. This gives you a richer view of customer preference—and the ability to predict each segment’s online behavior.  

  • Customer needs 
    Learn what your customers need based on who they are and what they do. Identify where you’re performing, where you’re lacking, and where you might be overdelivering.  
  • Customer attitudes 
    Learn how customers feel about your company, products, services, and the market in general. Identify opportunities to improve perception or adjust your focus.  
  • Customer behavior 
    Learn when, where, why, and how customers engage with your brand versus the competition. Consider the patterns of your most valuable customers and identify ways to nurture your most vulnerable ones.   
  • Existing data 
    We can compare your customer segmentation data to CRM data, anonymized patient data, past survey data, and more, making our output more insightful and actionable. 

Our research is mixed method, combining tactics such as interviews, focus groups, large-scale surveys, and web analytics to gather new data about your customers. During analysis, we look at multiple variables to identify your segmentation, and we cross-reference our findings with any existing datasets. From there, we build out actionable, data-driven personas and customer journey maps. These tools are marketing gold and can be used to guide any digital strategy you create moving forward. 

Buying customer segmentation research

Ntara’s customer segmentation studies range from $45k – $55k depending on complexity. Before we send a quote, we’ll conduct an in-depth discovery call to learn how your business operates, what your goals are, what data you currently have, and what state it’s in.

What you get from a customer segmentation study

After the study, you’ll gain access to raw customer data. You’ll also receive personas and customer journey maps for each customer segment. These tools are invaluable for increasing revenue, improving marketing ROI, improving customer satisfaction, and creating data-driven digital that performs.  

Learn more about personas and customer journey maps in this video.

Customer segmentation success stories

Ntara has been doing this type of research for more than 20 years. We’ve helped brands across multiple industries achieve incredible results.  

40%

reduction in sales cycle time for $1B+ size deals for a branded manufacturer 

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1500%

increased home page engagement for a global tech company 

400%

increased online revenue over a five-year period for a large hotel chain 

$206M

ecommerce revenue generated for a branded manufacturer 

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50,000%

ROI on strategy spend in six months for a global chemical company 

Ready to talk research? 

If you’re ready to discuss a customer segmentation project for your company, let’s talk. Complete the form below to schedule an intro call.

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Hank and Aaron working at Ntara's Offices