Friday 08 October 2021, 12.30 - 1.30pm
Segmentation is a common first step in defining a marketing strategy for a brand - but many segmentations end up in a drawer because they lack actionability or buy-in.
During this session, we will guide you through the considerations and possible ways to increase the impact of a segmentation.
We will discuss the different ways in which choice modelling can be applied to map characteristics or preferences of audiences. We will also show how market research insights may be combined with other data sources - such as existing customer databases - to enrich the segmentation and increase actionability.
This webinar will be run for us by SKIM. We are very grateful to the team for sharing their time and expertise for the benefit of BHBIA members.
SKIM is a company specialized in understanding decision behaviour of customers. Based on its extensive heritage and leadership in choice modelling techniques and advanced analytics, SKIM has worked with many pharma and non-pharma companies to develop an actionable segmentation and to embed this into the organization. SKIM has a dedicated Data Science & Advanced Analytics team that specializes in advanced choice modelling and data fusion. Experts from this team will contribute to the training session.
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