Goblessed

say some idiot ôguruö marketer is telling you that using the digit ô7″ in your pricing will increase your conversion ratio and your profitability. OK; fine. You have three choices: 1. Believe him/her. Congratulations; you have just joined the religious society of idiot ôguruö marketers. Instead of embracing science for those things that can be easily researched, you have decided to apply a religious belief to such a topic instead. You can feel a little better about yourself because 98% of all people are in the same boat. Unfortunately 98% of all people will retire at 65 years old broke. 2. Split test it. Arrgh! You know why you havenÆt already done thisà it takes forever to get statistically significant results. Then you know that there are still hundreds or thousands of things you still need to split test after that. 3. Statistically analyze OTHER PEOPLEÆS pricing and their profitability. Look; some things need to be split tested. Still; wouldnÆt it be nice if you could come very...

as it is about consumer behavior analysis. Well, let me answer you. Let us recall the original purpose of market segmentation. It is the furcation of the market into smaller units enabling us to focus our marketing/branding/advertising activities, and to achieve differentiation, so that we could win advantages we could not get when working with the entire market. The search for small consumer groups has evidently stopped delivering results. However, the pursuit after groups of "purchases/consumptions" rather than of people, could offer new horizons. Let us sharpen things a little. According to the old segmentation, each group is characterized by a need/preference/motivation. The new approach preserves this concept. Yet, in the new reality, and according to the new approach, the motivation is no longer common within a defined consumer group. A "segment" is now a group of "purchases/consumptions" qualified by a certain context of purchasing or consuming a pr...