Commercial Segmentation and Strategy
The objectives of the engagement was to create an overview of the US small and medium business landscape and develop action-oriented segmentation for a top card issuer. The ultimate goal was to set the stage for a series of strategic planning initiatives with a consolidated view of the market sizing, opportunity and segmentation framework. The first step was to leverage both internal customer/prospect databases and external sources such as Census to estimate the number of businesses, size-of-wallet in the US and penetration of our client, followed by profiling analysis on the overall market as well as one specific industry. With the relevant variables identified from the industry deep dive, we used decision trees to create and validate segments associated with heterogeneous product needs.