Segmentation
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Segmentation

Prioritize your customer base and transform how you do business with a clearly defined, actionable segmentation strategy.

Great segmentation frameworks drive strategy across your organization, from messaging and media planning to product development and innovation. Done right, they have the power to completely transform the way you do business. Kelton’s Segmentation Journey is a proprietary process that provides a clear portrait of your target customer and an equally well-defined plan for activation. Our approach starts with rigorous research, adds compelling storytelling and continues through back-end business integration. From comprehensive global segmentations that span multiple continents to localized customer segmentation research, we work closely with your team to set clear priorities and make sure that the insights are put to work across your organization.

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Segmentation Case Studies

Learn more about how our segmentation strategies have energized global brands, disruptive startups and everything in between.

Customer Segmentations for Royal Caribbean

Case Studies

Customer Segmentations for Royal Caribbean


Royal Caribbean is a top choice for avid cruisers – but in order to grow, they needed to convince more people to give cruising a try.

Perspectives

Segmentation Strategy: Build market segmentations with real business impact


Perspectives

Segmentation Journey: A Blueprint for Impactful Segmentation Strategy


Learn more about Kelton’s Segmentation Journey: our highly collaborative process that paints a clear portrait of your customers while achieving strong momentum for segmentation-based strategic decision making.

Perspectives

Segmentation Marketing: Facing Reality When It Comes To Typing Segments


Segmentations remain one of the most popular types of quantitative research studies, and when done right, they have the potential to transform an organization’s marketing strategy, especially from a product or brand portfolio perspective.

Perspectives

How to Seize the Moment with Segmentation Research


Discover how to use Segmentation Research to delight your customers with just the right thing, at just the right time.

Segmentation Strategy Rooted in Action

We’ve spent the better part of a decade honing our segmentation strategy so that it addresses evolving business needs while prioritizing action– because how you apply your customer segmentation framework is critical to the success of the whole initiative.

Better Customer Segmentation Frameworks


Through upfront diligence, qualitative insights, and collaborative scoping, we create segmentation architectures that reflect what your organization cares about most while effectively driving business decisions.

Collaborative Partners


We believe client participation is crucial for successful customer segmentations and take steps to fully immerse your team in the work throughout the project, bringing you closer to your customers.

Typing Tools That Actually Work


We design typing tools to fully integrate into existing databases, starting by identifying the right mix of input variables and iterating with your team until everyone agrees on the ideal segmentation framework.

Global Segmentation Expertise


Our segmentation work has taken us all over the world, and we're proud to have partnered with globally recognized brands across more than 45 countries and 6 continents.

Better Customer Segmentation Frameworks

Through upfront diligence, qualitative insights, and collaborative scoping, we create segmentation architectures that reflect what your organization cares about most while effectively driving business decisions.

Collaborative Partners

We believe client participation is crucial for successful customer segmentations and take steps to fully immerse your team in the work throughout the project, bringing you closer to your customers.

Typing Tools That Actually Work

We design typing tools to fully integrate into existing databases, starting by identifying the right mix of input variables and iterating with your team until everyone agrees on the ideal segmentation framework.

Global Segmentation Expertise

Our segmentation work has taken us all over the world, and we're proud to have partnered with globally recognized brands across more than 45 countries and 6 continents.