Markets and customers
A deep understanding of customer segments within an existing client base is essential to any client. Insights about different segments is a powerful tool to significantly increase the relevance and targeting of communication and advertising, both in ATL and BTL channels. Analysis in this area can furthermore contribute to a better product design and product offering. Insights about customer segments are typically extracted from customer database analysis.
A broader approach to deliver insights about both existing and potential clients is through market analysis. In general, a market analysis is the perfect tool to deliver overall insights about market trends, customer preferences, brand positioning etc.