Market Segmentation Tool

Customer Segmentation Interface

Design Rationale

Andy Hunsucker, JerNettie Burney, & Julia RicklesTeam 3

This Design is......a tool to help marketers easily define and edit customer segments.

...for developers who have an extensive understanding of SQL, and it does not accommodate for logic past "and" + "or".

This Design is not...

Sidebar of Attributes & Your Existing Segments Attributes from your database and your saved segments are available to drag and drop into the compose field

Compose FieldUsers can type plain English into the compose field

Segment FeedbackThe number of contacts in a segment update in real time

Editable Title Name your unique segment

Proposed Design

Goals of Design

Let Marketers focus on what they do best. 1. Marketers are good at

creating segments, not SQL. We want to create a simple and SQL free interface.

2. Increase adaptability after installation.

Most Marketers know what they want.1. Marketers typically know

their database, so let’s allow them to enter in their segment quickly & easily.

Help marketers see the results of their query in real time.1. Marketers can adjust

their composition of attributes to increase or decrease the number of contacts in their segment.

1. 2. 3.

In Support of Design Goals

Let Marketers focus on what they do best.

Most Marketers know what they want.

Help marketers see the results of their query in real time.

1. 2. 3.

“Marketing people add value. Every step between their marketing decisions and real data reduces their value.”

Alan WalshFunctional Chief for Lifetime Engagement for Indiana University

“[Marketers] generally know the database well and know what is available to use”

Carley OstrandTeradata Consultant

“...one telecom equipment company provided its salespeople with CRM software so they could pull up customer details and price quotes in real time, which improved their speed and effectiveness while also reducing costs”

Bain & Companyhttp://www.bain.com/publications/articles/how-to-make-the-most-of-your-back-office.aspx

http://www.bain.com/publications/articles/how-to-make-the-most-of-your-back-office.aspx

Meet Gabrielle Marketing Specialist

Gabrielle is building the marketing segments for the new Fall promotional campaign.

She knows her customer database very well and understands logic, but does not know SQL.

She has an idea of the segment she wants to target, but wants to validate that it is robust enough for the campaign.

Image sourced from: http://www.levo.com/articles/career-advice/business-myths-you-need-watch-out-forAccessed on 9/12/2014. Used for educational purposes only

http://www.levo.com/articles/career-advice/business-myths-you-need-watch-out-for

Create New Segment Edit Segment Reference Existing Segment

The marketing team agreed that the target market

was young men age 21-28.

In addition, they’ve agreed that the sweater is

probably too warm for the southwest and Pacific

coast, so Gabrielle has been instructed to exclude

those from her search.

Finally, the marketing team has decided to focus

on people who have made a purchase in the last

three months, to target people who will need to

replace their summer wardrobe with something fresh.

Scenario 1: Creating a Segment

Logic of Segment: Men AND Age: 21-28 AND Regions AND Purchase


Gabrielle types “Sweater Weather 2014”

as a title.

She knows the exact segment she wants so she types: “Men, 21-28 years old”

Gabrielle sees the customer segment formulate live as she inputs her segment information.

Overview: Flow of a new entry



1. The system auto-completes, presenting potential attributes from Gabrielle’s database for her to select from.

Detailed Interactions of Composing Segment (part 1)

2. Once Gabrielle types a period, this signifies that she is done with her first group of conditions in her statement. A new line begins under the completed sentence to start another logic statement. Alternatively, she can hit the “Enter” button to achieve the same result. “OR” auto-populates, but she can change “OR” to “AND”, as well.Logic of Segment:

Men AND Age: 21-28 AND Regions AND Purchase


3. When Gabrielle enters a value outside of her database, a red line appears to show her error.

Detailed Interactions of Composing Segment (part 2)

4. The compose field allows Gabrielle to easily move around attributes in her statement by dragging and dropping. She can also delete attributes by clicking on the “X” in the top right hand corner.



GOALS ACHIEVED1. Let Marketers focus on what they do best. Our compose field creates a simple and SQL free interface.2. Most Marketers know what they want.The compose field allows marketers to just start typing what they want.3. Help marketers see the results of their query in real timeThe queried results update in real time and are displayed on a pie chart, which reflects number of customers targeted.

Completed New Segment



Gabrielle is now told that in addition to the young

men, research shows that parents, mothers in

particular, are still buying clothes for their children at

that age. She needs to modify her “Sweater

Weather 2014” segment.

Gabrielle needs to add mothers to the “Sweater

Weather 2014” segment. She begins by adding

women from 40-55 in the same regions as before.

She adds this set of data to aggregate the two.

Logic of Segment: (Men AND Age: 21-28 AND Regions AND Purchase) OR (Women AND Age: 40-55 AND Regions)

Scenario 2: Editing a Segment

Overview: Editing an existing segment


Gabrielle drags the attribute ‘Women’

from the ‘Attributes’ sidebar into the

composition.

The Region in her new logic sentence is

the same as the previous, so Gabrielle

can copy the “Region“ attribute from the

existing logic sentence into her new logic

sentence.

Continuing on, she adds additional

attributes to the new logic sentence.


Detailed Flow of Editing a Segment (part 1)



1. Gabrielle needs to select “Women”. From the attribute “Gender”, she has the option of selecting either “Men” or “Women”. In this case, she will select “Women”.

2. Gabrielle drags “Women” into the compose frame, she could also type it live, like she did in the first scenario.

Detailed Flow of Editing a Segment (part 2)



3. To copy a defined attribute from one logic sentence to the next, Gabrielle can: A. Hold “Alt” + Drag the attribute box, B. Right click + copy + paste, or C. Hit “Control” + “C” & “Control + “V”

4. Gabrielle edits the rest of the segment in the compose screen & saves the updated segment.


Completely Edited Screen

GOALS ACHIEVED1. Let Marketers focus on what they do best. Marketers can easily drill more deeply into an existing segment without starting from scratch2. Most Marketers know what they want.We know Marketers know their databases well, but they can reference their attributes on the side bar to help with external cognition.3. Help marketers see the results of their query in real timeThe queried results update in real time to display an increase in number of customers targeted.



Gabrielle has to create a new segment that is very close to an existing segment.

Marketing has decided that some sweaters are stylish for young men, but some are more stylish for older men. They’ve also decided that wives or girlfriends should be targeted as well.

Using her previously created segment, “Sweater Weather” as a base, Gabrielle adjusts the age of the men to 30-55 and adjusts the age of the Women to 30-55.

These sweaters are more expensive, so Gabrielle creates a filter that only targets people who make more than $40,000 per year.

Logic of Segment: ((Men AND Age: 30-55 AND Regions) OR (Women AND Age: 30-55 AND Regions)) AND Salary: >$40,000

Scenario 3: Creating a New Segment Based on an Existing Segment

Overview: Referencing an existing segment


Gabrielle drags ‘Sweater Weather 2014’

from the segments tab of the attributes

bar into the compose field.

‘Sweater Weather 2014’ is grouped, so

Gabrielle is able to expand the group to

see what attributes are included.

After collapsing the ‘Sweater Weather

2014’ group, Gabrielle adds an additional

sentence to hone in on her target user

group with salaries greater than $40,000.

Reference Existing Segment


Detailed Flow of Referencing an Existing Segment (part 1)

Create New Segment Edit Segment

1. Gabrielle has created a new segment. She wants to base it on “Sweater Weather 2014”, so she drags it into the compose field from the “Segments” tab in the sidebar.

2. “Sweater Weather 2014” is grouped. Gabrielle can expand the group by clicking on the plus sign in the bottom right hand corner of the box. Separate attributes can be grouped by holding “Shift” + selecting the desired attributes, then clicking the “Group” button.





3. Gabrielle can now see the contents of the “Sweater Weather 2014” group.

4. She edits the age of both men and women in this group and closes it upon completion, using the “-” in the bottom right hand corner.





5. The star after the “Sweater Weather 2014” group indicates that the group has been modified. Gabrielle wants to add in an “AND” clause so she clicks on “OR” to change it to “AND”.

6. She adds the statement that these people should be in an income bracket above $40K. She finally titles & saves her new segment as “Sweater Weather Upscale”.




Completed: Referencingan Existing Segment

GOALS ACHIEVED1. Let Marketers focus on what they do best. Marketers have segments they’ve previously created ready & available for use.2. Most Marketers know what they want.Grouping a segment allows Marketers to consolidate and condense.3. Help Marketers see the results of their query in real timeThe results of a query can influence how Marketers might adjust their segment to reach a quota.

Conclusion

With this design, we allow marketers quicker access to the data they already understand.

By allowing them to compose simple sentences in our segmentation tool, we remove many of the interface obstacles between their marketing decisions and actual data.(see full system diagram on the next slide)

Detailed System Diagram

Technology

Market Segmentation Tool