Building Tools for Targeting
	SEGMENT DEVELOPMENT

In the highly competitive animal health category, companies need to precisely target their key customers. Our client recognized this need and aimed to better align its sales and marketing activities with its customers based on their buying history and potential. The ultimate goal was to more efficiently increase sales at a clinic level.

Working with the client, The Pert Group analyzed a three-year history of sales at the product-line level and developed a model that allowed for analysis and targeting from multiple views:

• The model identified customer advocates, buyers and tryers, along with new, lapsed, increasing and decreasing clinic activity.
• The modeling work also identified customer value and allowed for the identification of high-potential prospects for product-level cross selling.
• The modeling replicated the organization by identifying sales performance on a region, district and territory level.

Armed with this tool, the company was able to redeploy its sales force to protect and win back decreasing clinic activity. Additionally, the company established a new customer contact program to ensure repeat business and developed product-line bundling to respond to customers’ buying habits. Ultimately this work was integrated into a CRM system, which was adopted for improved one-to-one marketing.