Best Practices in Market Segmentation...And Pitfalls to Avoid
Speakers
Keith Chrzan
SVP Analytics at Sawtooth SoftwareKeith Chrzan is SVP of Analytics at Sawtooth Software, nearing the end of a 45-year as a marketing scientist. He has led marketing research and marketing science groups in research firms, management consultancies, and client organizations. Keith publishes and presents frequently on topics of segmentation and various types of choice modeling.
Ed Keller
Executive Director at University of Georgia | MRIIEd Keller is one of the foremost experts in word of mouth, influencer marketing, and consumer insights. As both an entrepreneur in social data & analytics and a top exec in leading insights agencies, he has built and sold businesses, launched data and insights platforms and products, acquired and integrated businesses, managed global teams, and worked with many of the world’s leading brands. He is a sought after board member and advisor for SaaS, data/analytics & MRX companies.
Ed has been called “one of the most recognized names in word of mouth” and was a Social Intelligence 50 honoree in 2023. Ed is inducted into the Word of Mouth Marketing Hall of Fame as well as the Market Research Hall of Fame. He was an ESOMAR Insight250 awardee in 2022. The publication of his book, The Influentials, has been called the "seminal moment in the development of word of mouth." His second book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, was named the Best Book in Marketing by the American Marketing Association.
Ed is a leader and innovator in word of mouth measurement, analytics, and strategy as well as word of mouth marketing, influencer marketing and the creator economy, social media analytics, and consumer insights. His work has earned numerous awards as well as multiple patents. His clients include many of the largest and most sophisticated marketing organizations in the world across a range of sectors.
After selling the Keller Fay Group and remaining on as CEO of Engagement Labs, Ed led the development of TotalSocial, a patented platform that integrates measurement of both offline WOM and social media conversation about brands, with analytics to link the results to business outcomes such as sales, brand health, and media amplification.
This webinar is brought to you by a unique collaboration between ESOMAR, the world's leading international research association; the University of Georgia's Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a non-profit educational institute comprising of practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada's market research association.
All registrants will receive a link to the online recorded video, so you can view the webinar later if more convenient.
In this webinar we will discuss:
Segmentation may be the most challenging kind of study marketing researchers do. A cluster of common, but sometimes difficult to spot, problems make segmentation particularly challenging. We'll discuss three of these problems and how to remedy them.
Learning outcome
Attendees will benefit from understanding the most frequent pitfalls that ruin segmentation studies and with advice on how to avoid them.