There are three phases in the B2C analysis to know your customer and target the right customer for right offers.

1. Segmentation
2. Targeting
3. Positioning

• Segmentation is the process of finding and grouping the customers based on their needs and characterstics.
• These customer segments are beneficial in marketing campaigns, in identifying potentially profitable customers, and in developing customer loyalty.
• We do customer segmentation for these purposes:
  • Targeted marketing messages to the right people
  • Focuses on the most profitable customers
  • It can improve customer service There are different types of customer segmentation in B2C:

1. Demographic

   • Gender,
   • Age,
   • Marital status,
   • Accupation, etc

2. Geographic

   • Location
   • Region

3. Behavioral

   • Transaction frequency
   • Time of transaction
   • transaction quantity

4. Psychographics

   • Social status
   • Lifestyle
   • Personality characterstics

• Evaluating potential profiles from the segments and deciding which segment to focus on for new offers or providing a loyalty card via email, or showing new campaigns via TV ads

• What campaigns we should start which will be most likey to be liked by costumers and how we present it to them