In general, demographic segmentation is done on historical customer data and ideal target profiles for various products, created.
Customers that match profiles for each product are targeted with offers. Sometimes psychographic variables may be used to segment customers but bringing in behavioural variables for segmentation is a rarity.
Acquigo differs from conventional segmentation at two levels.
Acquigo creates micro-segments i.e., segments within segments by introducing new variables into the mix.
Acquigo uses demographic, psychographic and behavioural variables to micro-segment customers.
A micro-segment is a well-differentiated customer group with similar characteristics with others in the unit but different from those outside it.
Acquigo comes with a rich set of pre-built clustering algorithms that run on Customer Master, Product Master and Transaction Data to find various micro-segments within the existing customer base.
As several behavioural attributes are used to micro-segment customers, the different permutations and combinations used can result in a customer being mapped to many micro-segments.
Once the micro-segments are got, a classification model is run on customers and their transaction data to slot them into the various micro-segments.
The entire micro-segmentation process, including the execution of clustering and classification algorithms, is completely automated without any user input.