Module 2

• Identify your category users
• Review everything you know about your customers
• Run segmentation
• Prioritise segments
• Develop segment personas
• Gather information about your customers
• Calculate the lifetime value of your customers

Content Of the Module

• Module #2.1: Watching and Listening to your Customers
• Module #2.2: Review Everything you Know about your Customers
• Module #2.3: Customer Segmentation
• Module #2.4: Prioritising your Category Customer Segments
• Module #2.5: Identifying Customer Segments shown in Advertising
• Module #2.6: Describing your Customers
• Module #2.7: Information Sources for your 4W™ Template
• Module #2.8: Calculating Customer Lifetime Value (CLV)