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...and those in your organization who use it.

CONSULTING BY SIERRA INFORMATION SERVICES

Customer Segmentation

Customer segmentation is more than just applying cluster analysis or other multivariate statistical techniques to your data. Effective segmentation occurs only when substantive knowledge of market, customers and data sources are combined with appropriate data preparation and substantive judgment. Sierra's engagements in this area include:

• Customer segmentation and intent-to-purchase/repurchase analyses for an international manufacturer of computer storage devices and related software products. Analyses identified of 'clusters' of similar customer groups along various 'environmental' measures, such as size of company, size of computing environment, and computing environment complexity, which were then used to develop advertising campaigns targeted to these groups.
• Cluster and other multivariate analyses of variables relating to patient access member satisfaction and operational indicators for the medical group of a large Health Maintenance Organization. Results were used to help develop performance standards used by medical office managers and physician chiefs-of-service to measure progress towards meeting goals for patient access to health care services in a timely manner.
• Customer segmentation and marketing campaign response analyses for the saving and investments division of a large bank. Created statistical models predicting likelihood of customer response to sales campaigns for mutual fund, retirement account and other investment products as a function of customer account balance levels, product portfolio and demographic characteristics.