Precision targeting

Clusters was born of senior business executives needing better targeting.
Finding software that had more than 60% accuracy was proving challenging, so we developed our own.
The result: 96% accuracy.
Our first client saved $8m.

  • Market segmentation

    We target more precisely by adding value to every step of the process

    • Diagnosis and design

      People are put into groups that mean something to your business.  

    • Analysis

      Clusters' segmentation software is 96% accurate, so the right marketing reaches the right people  

    • Results and implementation

      Our senior client-side executives turn analysis into workable results  

    • CRM database attribution

      We accurately place the people on your database into the right segments  

    • Sustainability

      The targeting is integrated into your marketing information system  

    Why segmentation?

  • People are put into groups that mean something to your business

    There are many ways to segment. Demographics are the default option for most, whilst some advocate need-states; psychographics; postcodes or channels, all of which rarely reveal anything useful. We group people on criteria that drive value to your business, so that marketing and sales to these people will have the best chance of working. Current behaviour, what impacts behaviour and what might happen if something changes drive our segmentations.

    before & after segmentation
    sample questionaire

    Questionnaires that are easy to answer give better results. The questionnaire is the vital, but often neglected, interface between real people and effective segmentation. Most decisions are made on instinctive and quick comparisons, so our questions are visual and intuitive, engaging respondents, who, in-turn, provide more accurate answers. Our results prove that better questionnaires give greater precision.

  • Clusters' software is 96% accurate, so the right marketing reaches the right people

    Our targeting is 50% more accurate than the alternatives.

    No-one else we found gave us 96% accuracy. 60% seems to be standard

    Our software was tested against K-Means, by far the most widespread technique, by creating a 2-dimensional dataset. The segments are obvious and we achieve 96% accuracy compared with just 62% for K-Means - plus our software has many other benefits, like pinpointing the best number of segments, thus avoiding the guesswork necessary with K-Means. Download the whitepaper for the technical details
    The bottom-line is superior accuracy that translates into competitive advantage. . Download the whitepaper

    96% Accurate segmentation

  • Our senior client-side executives turn analysis into workable results

    Clusters' engagements are delivered by a team of people who have held senior commercial roles in complex global organisations, such as Unilever, Disney, McKinsey, Sky, and Sony. We cut through complexity to present a simple but informative story and bring each segment to life.

    To prove its success segmentation must be used widely, so we guide you through implementation. Our backgrounds in successful blue chip companies help us tailor solutions to businesses - it's in everyone's interest that our recommendations are used long after the project is complete.

  • We accurately place the people on your database into the right segments

    Our exclusive attribution model squeezes all the juice from the CRM information to allocate each member to one of the segments with 74% to 85% precision (others consider 60% attribution a good result).

    A CRM database enables more granular marketing, but organisations that rely on transactional and demographic data are missing opportunities. They don’t know how customers fit into the wider market and they don't know them as rounded people, so can't communicate as effectively as their competitors.

    Individuals can be targeted with a precise message, but the messages can be grouped, so that resources aren't diluted. The best of both worlds, and vital for keeping customers, winning new business, getting people to upgrade, or developing strategy, including NPD and pricing.

  • The targeting is integrated into your marketing information system

    Our unique software refreshes the segmentation as often as you need. We also open the way for you to integrate the segments into other tools, such as brand & advertising tracking, focus groups, and KPIs.

    watch the dashboard video
    Segmentation integration

    We derive a small number of 'golden' questions to identify the segments quickly and simply, while a dashboard is built allowing quick and easy access to all the detailed targeting data long after the segmentation project has finished.

  • Why Segmentation?

    Precise targeting makes for effective decision-making and better investment. If you try to appeal to everyone you'll waste money; the skill is to divide the population into groups that are relevant to your goals. We can help you to:

    • Communicate convincingly to the most important audiences.
    • Improve media strategy by linking segments to the surveys planners use, such as TGI and Experian Simmons.
    • Design product portfolios to target more of the right people.
    • Stop competitors from monopolising audiences that you're overlooking.
    • Match audiences to their channel preferences.
    • Demonstrate the value of key segments to potential partners.
    • Influence people to move into a more profitable segment.
    • Bring the benefits of segmentation to your CRM programmes.
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  • Research & analysis

    Clusters is a rare breed, a targeting specialist that also helps clients through quantitative research and advanced business analytics.

    Demand studies, pricing projects, performance and tracking studies are all enhanced by our expertise in establishing what will most impact your ROI.

  • We deliver better results by linking questions to performance and making them visual & intuitive

    We design questions that connect with your business objectives. The questionnaire is the vital interface between real people and effective analysis. Most decisions are made on instinctive and quick comparisons, so we make questions visual and intuitive because engaged respondents who don't over think will give truer answers.

    sample questionaire

    Quicker more instinctive questionnaires reduce boredom, which is also why we are experts in expanding results by linking them to external marketing & media surveys, such as TGI and Experian Simmons.

  • State of the art and intuitive analytics

    We use the latest analysis and data visualisation software to produce accurate, visually advanced analyses.

    We know how to turn a deluge of data into succinct and meaningful analysis that answers specific strategic questions, rather than meaningless reams of charts and figures.

    And, if you are wrestling with a particularly difficult business challenge we're happy to give an objective view on finding a solution. We have the business insight and high level analytic and research know-how, and we enjoy the challenge, so there's a really good chance that together we can figure-out a workable solution.

  • Our specialists turn analysis into practicable results

    We help ensure effective implementation, because all Clusters engagements are delivered by a team of people who have held senior commercial roles in highly successful blue-chip businesses.

    We understand how to make things happen, especially in complex organisations, and are adept at cutting through analytical intricacy to present a simple but informative and practical story. Every presentation passes the 'so what?' test.

    Time is usually of the essence, so, for analysts who need more detail, we automate multi-source collection and provide click-of-a-button reports, saving time and freeing you up to concentrate on value-added analysis.

  • We produce dashboards providing quick and easy answers

    Our dashboards enable very quick and easy access to all the detailed survey data long after the project has been completed.

    watch the dashboard video

    Projects generate a wealth of data that can sit around unused, wasting valuable opportunities and leaving important questions unanswered. Our dashboards are tailored for each client and put large amounts of data into a user friendly format, so that with minimal training and no additional IT costs, clients across the business can quickly and easily extract value long after the project has been completed.

    Segmentation integration
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Who we've worked with

  • BP

  • MTV

  • Samsung

  • BBC World service

  • Market segmentation
  • Research & analysis
  • Who we've worked with
  • We think globally
  • Get in touch
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We think globally

Clusters has worked in over 30 countries and with all our multi-national projects we rigorously balance the desire for global consistency with the need for local difference.