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iKnowtion Vice President of Consulting Services Conducts DMA Seminar on Effective Customer Segmentation
Marcy Riordan discussed leveraging the “golden rules” of customer segmentation to deliver actionable, measurable results
BURLINGTON, Mass. – May 13, 2008 – iKnowtion, a premier marketing and analytics consulting firm that helps companies optimize the impact of their marketing expenditures, unveiled today highlights of the Direct Marketing Association (DMA) virtual seminar delivered by Vice President of Consulting Services, Marcy Riordan, on May 13, 2008. The presentation, entitled “The 10 Golden Rules for Segmentation Success,” provided attendees with a ten-step guideline for developing and implementing a successful segmentation scheme to deliver actionable and measurable business results.
In an increasingly complex and challenging business environment, organizations must tap data-driven techniques to understand and measure customer relationships. Customer segmentation strategies help businesses improve their marketing focus and maximize their business results. In “The 10 Golden Rules for Segmentation Success,” Ms. Riordan introduced attendees to proven segmentation strategies developed on the “front line” of marketing analytics.
Specifically, seminar attendees learned how to:
|  | Choose the right segmentation approach to meet specific business objectives and align with end user marketing needs; | | Execute the ten critical steps needed to develop and implement a successful segmentation scheme; | | Understand the true benefits of segmentation; and | | Implement a segment development plan that delivers actionable and measurable results. |
“Many companies do not know how to devise and implement a comprehensive segmentation strategy,” said Ms. Riordan. “If done correctly, a good segmentation strategy can build competitive advantage, so my goal was to provide attendees with an understanding of critical strategies and best practices to help them clearly define and achieve their business objectives.”
About the Direct Marketing Association (DMA)
DMA is the leading global trade association of business and nonprofit organizations using and supporting direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers and provides cutting-edge research, education, and networking opportunities to improve results throughout the entire direct marketing process. Founded in 1917, DMA today has more than 3,600 members from the U.S. and 46 other nations, including the majority of Fortune 100 companies.
About Marcy Riordan
Marcy Riordan is Vice President of Consulting Services at iKnowtion and is responsible for providing strategic direction to some of the company’s major accounts. Ms. Riordan has more than 15 years of experience in database marketing, risk management and strategic marketing consulting.
About iKnowtion
iKnowtion is a marketing and analytic consulting firm that helps Fortune 1000 companies optimize the impact of marketing expenditures from demand spending to customer focused initiatives. iKnowtion’s industry knowledge and expertise, combined with a comprehensive and proven analytic approach, provides businesses with the marketing insights and analytical engines required to dramatically improve business results. Global leaders in automotive, financial services, retail and consumer goods rely on iKnowtion to help increase market share, boost customer loyalty and optimize marketing spending. Founded in 1999, the company is headquartered in Burlington, Mass.
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