SEGMENT MIX · SAMPLE MARKET
SAMPLE- A Young, high spend
- B Families, upper-middle income
- C Students, price-driven
- D 50+, settled
| REGION | A | B | C | D |
|---|---|---|---|---|
| Kadıköy | 38% | 24% | 26% | 12% |
| Ataşehir | 22% | 41% | 13% | 24% |
| Göztepe | 19% | 33% | 11% | 37% |
| Ümraniye | 17% | 36% | 22% | 25% |
The four segments are defined on the four criteria Next Geo lists for this solution: income level, age group, lifestyle and spending habits. Each region’s four shares total 100%, and the largest share in a row is set in ink. The number of segments and their definitions are not a fixed list; in real work they are set by your own data.
Sample output. The figures are illustrative. Segment names, shares and region names are examples only; real output is produced from your own customer, product and region data. No customer data, revenue figure or case result is published on this page. The region names are the same ones used in the other sample outputs on this site.
SOLUTION · SEGMENTATION
Who is where, and what do they want?
Every customer is not the same, every region does not have the same potential. With Next Geo’s segmentation solutions, divide your market into segments according to its demographic, behavioral, and geographic characteristics, and develop more targeted and effective strategies.
THE QUESTION ON THE SOLUTIONS PAGE The headline is the question the Solutions page asks about this solution. One sentence, two questions — who is where, and what do they want — and this page is built from those two parts.
- 4SEGMENTATION TITLES
- 3STAGES
- 2SAMPLE OUTPUTS
All three numbers can be counted from this page: the four segmentation titles below, the three segmentation stages Next Geo publishes itself, and the two sample outputs — the segment matrix above and the priority table below.
SEGMENTATION TITLES
First who and where, then which product.
The first two titles define the customer and place them on the map: which cluster, at which scale, where. The other two say what that cluster wants: which product, which message, which campaign.
Who is where
Customer clusters are built from income level, age group, lifestyle and spending habits, then placed on the map at city, district, neighborhood or micro-region level.
- 01
Customer Segmentation
We enable you to develop personalized communication and campaign strategies by creating customer clusters based on income level, age group, lifestyle, and spending habits.
- 02
Classification by Geographic Regions
We analyze consumer behavior at the city, district, neighborhood, or micro-region level, and recommend strategies suitable for regional differences.
What do they want
Which product or service is in higher demand in which region — and which message goes to which segment — comes out separately.
- 03
Product and Service Segmentation
We analyze which product or service is in higher demand in different regions, enabling you to optimize the product mix on a location basis.
- 04
Target Groups for Marketing Strategy
We define location-based target groups to deliver the right message to the right person in the right place. Thus, your campaigns become more effective, and returns are higher.
The who / what split is a reading order, not a separate package: all four work on the same segment structure.
SAMPLE OUTPUT · THE SECOND
The same matrix, as an investment order.
A segment structure produces a map, and then it produces an order. The table below is the sample brand’s investment priority order, and each row states the product mix recommended for that region. This is exactly the output the Solutions page states for this solution — a segment map by region and an investment priority order.
- Sample market
- 4 regions
- Segments
- 4
- Target segment
- A
- Ranked by
- Share of A
| RANK | REGION | SHARE OF A | LARGEST | RECOMMENDED MIX |
|---|---|---|---|---|
| 01 | Kadıköy | 38% | A | Compact format · long opening hours |
| 02 | Ataşehir | 22% | B | Large format · family product mix |
| 03 | Göztepe | 19% | D | Core mix · service-weighted offer |
| 04 | Ümraniye | 17% | B | Large format · price-driven campaign |
The order comes from the share of the sample brand’s target segment A in each region — the A column of the matrix at the top of this page: 38%, 22%, 19%, 17%. The recommended mix follows each region’s largest segment instead, and that segment is A only in the first row. In real work you define the target segment and the decision rule; a recommendation is not a decision.
Sample output. The figures are illustrative. The order and the recommendations are derived only from the sample matrix at the top of this page; in real work we define your target segment and your decision rule together, from your own customer, product and region data.
SEGMENTATION STAGES
From data to an investment order, in three stages.
The three stages are the sequence Next Geo publishes for this solution. The first divides the market, the second matches each segment to a product, the third writes the order.
-
01
Group Data, Know Your Market
With the demographic, socioeconomic, and geographic data layers offered by Next Geo, we segment your market according to income level, age group, lifestyle, and consumption habits. We clarify what each region and customer cluster needs.
- Income level
- Age group
- Lifestyle
- Consumption habits
-
02
Match the Right Segment with the Right Product
It is determined which product, which service, or which store type will perform better according to segments. Thus, growth is achieved not with the same strategy, but with personalized approaches.
- Product
- Service
- Store type
-
03
Determine Investment Priorities
According to segment structure and potential analysis, it is clarified which regions should be given investment priority. The growth process is optimized by directing limited resources to the most efficient locations.
- Segment structure
- Potential analysis
- Regional priority
- Resource allocation
Stage 01 asks you for one thing: the address lines behind your customer or sales records. The demographic, socioeconomic and geographic layers come from Next Geo; any fields in your own customer data are added to the analysis. Matching, de-duplicating and verifying those address lines is the job of Data Services; where a point should sit inside the region a segment points to is Location and Area Selection; how much that point will sell is Forecasting; and turning the segment maps into a corporate report is Reporting.
NEXT STEP
Perform in-depth segmentation with Next Geo and make a difference.
Which market do you want to divide, and at which scale? Let’s start with the address lines behind your customer or sales records, and define your target segment together.