Segment Marketing is the creation, design and execution of an integrated multi-channel marketing program for a targeted customer / prospect group (e.g., women, boomers) to increase marketing insights into the group and to apply those insights to drive incremental business value such as market share, revenue, margin and / or loyalty.

Allant will enable or deliver insight-driven segment marketing programs that create sustainable ROI and strategic advantage through an integrated process that incorporates analytic insights from strategy through program design to multi-channel operations.  

Segment Marketing Challenges

Segment marketing has been an approach most marketing organizations have pursued for decades.  However, the inherent challenges in creating a customer centric marketing orientation, bringing customer data together across the organization, generating predictive customer insights, integrating analytics with programs and creative, establishing a closed loop measurement process and scaling segment marketing programs  across channels are significant to say the least.  Often gaps in these capabilities compromise the effectiveness of programs in many ways, yielding sub-optimal performance or even failed efforts.

 Alternatives for Segment Marketing

There are many different suppliers that address different aspects of segment marketing strategy, program and automation dimensions, however few suppliers can bring best of breed capabilities across the board and truly integrate these disparate skill sets.  Strategic consultants build the case for segment marketing but don’t implement the programs.   Agencies provide creative and program management services but often lack the integrated platform required to support highly measureable, insight driven programs.  Finally, system integrators have established marketing and analytic practices but don’t enable the program’s execution. 

The Allant Difference

Allant is a leading marketing service provider with deep analytic expertise, a proven ability to operationalize analytic findings in marketing programs and proven channel and vendor management experience to streamline campaign execution.  We focus on implementing “test and learn” approaches that leverage existing client infrastructures to prove the business case for scaling segment marketing programs.  Our unique value proposition is designed to align strategy, analytic and execution capabilities leveraging existing assets to enable a cost effective method for measuring success and scaling segment programs in concert with existing marketing activity.

Getting Started

Allant will first evaluate your capabilities and objectives, generate analytic insights for the chosen segment(s), size the opportunity, define potential programs and investment considerations and build the business case for a new program.  Allant takes an independent approach to working with your existing agencies or sourcing agency partners with the right skills to help execute the solution.  Marketers have a great opportunity to learn more about where improvements can be made in capabilities and performance gains can be achieved by engaging Allant.  Please contact us today.