After we have experienced the hard journey on the Road 121 led by Peppers and Rogers, we suddenly find that the best way to implement one to one is market segmentation and segment targeting. Peppers and Rogers are confused because they don't understand market segmentation. We have been confused because Peppers and Rogers told us Road 121 is the best. Here I use an one to one case from Peppers and Rogers' book to demonstrate how to use market segmentation and segment targeting to achieve one to one results. Peppers and Rogers call this case an one to one, but it is a perfect example of market segmentation.
Market segmentation is the most effective way to achieve one to one results.
Peppers and Rogers claimed that all such one to one database applications should be developed based on their one to one marketing theory. Let me use an example of one to one from their book to illustrate the difference between one to one marketing theory and one to one database applications, and demonstrate how we can achieve one to one through market segmentation and segment targeting. In the process of researching its customer's different needs, US West was also carefully to identify a few very specific questions that a sales rep could use to map a particular customer into the right group. After categorizing the customer, the sales rep can turn the discussion toward the key points most likely to persuade the customer to buy more advertising from the company. The rep also records the customer's categorization in the firm's marketing database.