Copernicus Debuts Digital Approach to Segmentation

In the US, Copernicus Marketing Consulting and Research has introduced a 'digitally enhanced' approach to market segmentation that it claims will help marketers understand and react to the digital behaviors of buyers in their category or industry.

Aegis-owned Copernicus provides customized insights and recommendations to help clients increase the performance of their marketing programs and new products and services.

The firm says it has tapped into its parent's network of traditional and digital agencies to boost the relevancy of market segmentation research results.

The new approach, which taps more than 300 market segmentation exercises conducted for Aegis' B2B and B2C clients, identifies market segments that differ in terms of profit potential for brands, using differences in attitudes, motivations and brand perceptions.

'Brand advocacy' is integrated into the approach, to assess segment values, and segments are profiled in terms of digital and traditional media behaviors and habits.

'Now more than ever, marketers need solid, profit-oriented customer insights to guide critical marketing decisions,' says Chairman Kevin Clancy. 'Our approach overcomes the issues that undermined the success of market segmentation research efforts in the past, and gives marketers much needed help tapping into digital opportunities.'

Web site: www.copernicusmarketing.com .