Gartner Research

CMO Perspective: Understanding Value Segmentation — How to Identify and Build Strategies Around Your Highest Value Customers

Published: 25 October 2016

ID: G00308932

Analyst(s): Ewan McIntyre


Acquiring and retaining the most valuable customers should be an organization's raison d'être. CMOs need to see beyond current value to define potential value and loyalty of customers, building actionable, addressable segments that inform marketing strategies and define activation across channels.

Table Of Contents


What You Need to Know


  • Gartner's Loyalty Framework
  • Applying Value Segmentation — Example
    • Performance of Previous Primary Target Audience
    • Emergence of New Target Audience

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Peers

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