Services

Customer Segmentation

Customer segmentation enables organisations to effectively target specific groups of customers by developing and executing tailored strategies that meet their specific needs. In order to meaningfully segment customers, we geo-code client data and integrate it into it into the Lightstone SWAN Model. This creates a rich, multi-variate data set that generates unique insights and facilitates meaningful customer segmentation. Through a combination of geo-spatial and statistical analyses, we are able to help clients sift through the various data sets and identify their `natural client' segments.

As part of the segmentation process, Lightstone also utilises its own segmentation product called the DemProKey. The DemProKey provides a view of the demographic profile of the people residing in each of the ~80,000 Enumerator Areas (EAs) that cover South Africa.

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