.: STRATALYS :. Research & Consulting



Segmentation Analysis Segmentation or clustering refers to a family of statistical methods that are used to identify relatively homogeneous groups of cases/individuals based on selected characteristics. Why segmentation? Driver modeling generates a strategic understanding of the opinion landscape and thereby prioritizes key messages/characteristics/drivers. Segmentation analysis is crucial for the tactical implementation of messaging strategies. Classification algorithms show who to target and how best to target them based on selected demographic, geographic, and other factors. Consider a scenario... a political advocacy group has used driver modeling to prioritize the top message that will be communicated to likely voters in a key battleground state. A narrowcast communications campaign of mail and phone contacts will be initiated, but the question is: which individuals should be contacted in order to generate maximum impact. Geo-demographic segmentation is used to determine classify the population into a core mobilizeable group consisting of married women in 5 counties and a persuadable group comprised on hispanic men under the age of fifty-five. The advocacy group customizes its mailings and phone contact messages to suit each audience and thereby achieve the greatest effect on the opinion environment in the state.