@article {O{\textquoteright}Regan571, author = {Marc O{\textquoteright}Regan and Kalidas Ashok and Olga Maksimova and Oleg Reshetin}, title = {Optimizing Market Segmentation for a Global Mobile Phone Provider for both Targeting and Insight}, volume = {51}, number = {4}, pages = {571--577}, year = {2011}, doi = {10.2501/JAR-51-4-571-577}, publisher = {Journal of Advertising Research}, abstract = {This paper describes a complex 5-country segmentation of the mobile telephony market on behalf of Mts, a leading global mobile phone provider. Mts wanted the segmentation to maintain a common framework across all countries, while capturing any real differences between them. a critical requirement was {\textquotedblleft}targetability{\textquotedblright}{\textemdash}the ability to accurately attribute a segment to each one of Mts{\textquoteright}s subscribers. This entailed that the segments be well differentiated on {\textquotedblleft}hard{\textquotedblright} behavioral metrics from Mts{\textquoteright}s billing databases. However, it was also critical that such differentiation was not achieved at the expense of richness on {\textquotedblleft}softer{\textquotedblright} aspects of marketing{\textemdash}segments also needed to have distinct needs, attitudes and motivations, so that they could be used as a platform for messaging, product development, and advertising. Meeting these competing requirements led to a solution that combined survey data on more than 10,000 respondents and billing data on more than 80 million customers using an innovative analytic technique.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/51/4/571}, eprint = {https://www.journalofadvertisingresearch.com/content/51/4/571.full.pdf}, journal = {Journal of Advertising Research} }