Without the ability to de-average a company’s consumer
base, marketing activities would wander off in the
general direction of a theoretical “average” consumer.
Yet too often, segmentation efforts don’t lead to
business actions that create value. BCG’s approach to
consumer segmentation begins where others stop
short—with the requirement that segmentations yield
specific business actions that result in a measurable
improvement in financial performance. To realize that
objective we focus explicitly on category involvement,
segment profitability, and opportunities for action. pdf
