In environments where target markets are diverse or highly stratified, organisations may find it difficult to design a product range that sufficiently accommodates all potential buyers or formulate cost effective marketing strategies capable of reaching the entire market. In such environments, Forethought employs Segmentation Analysis to divide the market into smaller, more homogeneous groups within a market or a client’s existing customer base.

Segmentation allows for the ability to create customised marketing strategies for different market segments, as well as improved reach and channel efficiency. It enables a company to increase its return on investment (ROI) on its marketing and communications, and can positively impact on customer loyalty, up tiering and retention. It has the ability to uncover the best positioning strategies and allows organisations to allocate scarce resources in the most efficient manner, resulting in decreased supply chain costs.