Simple Segmentation
Xometry (2020)
Objective: Employ survey and firmographic data to identify key customer segments, create detailed personas, and develop a classification algorithm for segmenting nonrespondents and future customers.
Methods: quantitative survey, cluster analysis, factor analysis
Outcome: Created a custom 3-segment schema that included a typing tool.
Impact: Post-engagement, revenue increased by 35% due to enhanced brand reputation, culminating in a successful IPO in 2021.