Target User Group

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Customer/User segmentation has been a critical element of the marketing and is one of the most important strategic concepts contributed by the marketing discipline to business firms[14]. User Segmentation is the process of developing effective schemes for categorizing and organizing meaningful groups of customers. A user segment is a group of prospects or customers who are selected from a database based on characteristics they possess or exhibit. It also allows company to differentially treat consumers in different segments. User Profiling is the process of analyzing the customers of each segment in order to generalize, describe or name this set of customers based on common characteristics. It is the process of understanding and labeling a set of users. It provides valuable information about users/customers so marketers can furnish stronger, more targeted offers and each user segment is the target group of users.

One-to-one marketing is the ideal marketing strategy, in which every marketing campaign or product is optimally targeted for each individual customer; but this is not always possible. Thus, segmentation is required to distinguish similar users and put them together in a segment. Doubtlessly using segmentation to understand user’s needs is much easier, faster and more economical than uniquely investing to understand them particularly[9].

With proper market segmentation, enterprises can arrange the right products, services and resources to each target user cluster and build a close relationship with them. Market segmentation has consequently been regarded as one of the most critical elements in achieving successful modern marketing and customer relationship management.

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