Webinar: B-to-B Segmentation for Greater ROI with Cluster Analysis ME^XL -- May 15, 2007

NEW: THE ISBM DECISION/INSIGHT WEBINAR SERIES

Dr. Gary L. Lilien
Distinguished Research Professor of Management Science at Penn State
ISBM Co-Founder and Research Director

Modern marketing programs are built around the concepts of segmentation and targeting, i.e.. the allocation of business resources in concert with segmentation. Ted Levitt went so far as to say that "If you are not thinking segmentation, you are not thinking," at least in a business sense. Yet most B-to-B segmentation efforts are failures either because they have not been implemented or because they have not demonstrated significant business value.

There is both an art and a science to segmentation. In this webinar, Dr. Lilien will sketch the art of successful segmentation, outlining the concepts and processes that have been organizationally and financially successful in B-to-B organizations.

He will then focus on the science of segmentation: not the science of high end applications, but the quick and dirty, do-it-yourself science (or rather, engineering) involved in getting an actionable segmentation up and running quickly.

Dr. Lilien will illustrate the approach using the cluster analysis tools in the new ISBM-supported software, ME^XL (Marketing Engineering for Excel), which should remove some of the mystery and apprehension about the approach. He will conclude by discussing how participants can make immediate use of the concepts and the related software.

For more information

Deborah Lupp or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413