Segmentation For Management Consultants & Business Analysts

A practical guide on how to analyze segments of customers during consulting projects

What you'll learn
What segmentation techniques you can use
When to use a specific segmentation technique?
Crucial Excel formulas you will need to do segmentation
How to do simple segmentations in Excel using internal or external data
How the B2B segmentation differs from B2C segmentation
How to use the Jobs-to-Be-Done framework
How to segment the market using external data
Requirements
Basic or intermediate Excel
Basic knowledge of economics
Description
What is the aim of this course?If you are participating in a consulting project devoted to Sales & Marketing or Strategy most likely you will have to either do segmentation or analyze existing segments of customers. You will try to achieve it on the basis of internal data, market research, and other external data. This course will teach how to rapidly and efficiently segment customers and analyze existing segments during consulting projects.In the course you will learn the following things: How you can segment customers? When to use a specific segmentation technique?Crucial Excel formulas you will need to do segmentationHow to do simple segmentations in Excel using internal or external dataHow the B2B segmentation differs from B2C segmentationThis course is based on my 15 years of experience as a consultant in top consulting firms and as a Board Member responsible for strategy, performance improvement, and turn-arounds in the biggest firms from Retail, FMCG, SMG, B2B, and services sectors that I worked for. I have carried or supervised over 90 different performance improvement projects in different industries that generated in total 2 billion of additional EBITDA. On the basis of what you will find in this course, I have trained in person over 100 consultants, business analysts, and managers who now are Partners in PE and VC funds, Investment Directors and Business Analysts in PE and VC, Operational Directors, COO, CRO, CEO, Directors in Consulting Companies, Board Members, etc. On top of that my courses on Udemy were already taken by more than 124 000 students including people working in EY, Walmart, Booz Allen Hamilton, Adidas, Naspers, Alvarez & Marsal, PwC, Dell, Walgreens, Orange, and many others.I teach through case studies, so you will have a lot of lectures showing examples of analyses, tools that we use. To every lecture, you will find attached (in additional resources) the Excels as well as additional presentations, materials shown in the lectures so as a part of this course you will also get a library of ready-made analyses that can, with certain modification, be applied by you or your team in your work.Why have I decided to create this course?During many projects, you will have to segment customers to be able to do more advanced analyses. This will be especially true during strategic projects and projects devoted to marketing or sales. Some consulting firms, don’t give you the full toolbox that you need to do simple segmentations during consulting projects. This may lead to huge frustration during consulting projects and a lot of inefficiencies.Therefore, I have decided to create this course to help students understand or refresh the segmentation techniques they may need during consulting projects. The course will give you the knowledge and insight into real-life case studies that will make your life during a consulting project much easier. Thanks to this course, you will know what and how to do during consulting projects. You will master how to analyze data and draw conclusions from the analyses.To sum it up, I believe that if you want to become a world-class Management Consultant or Business Analyst you have to have a pretty decent understanding of segmentation. That is why, I highly recommend this course to Management Consultants or Business Analysts, especially those that want to specialize in strategy, sales, and marketing. The course will help you become an expert in segmentation on the level of McKinsey, BCG, Bain, and other top consulting firms.In what way will you benefit from this course?The course is a practical, step-by-step guide loaded with tones of analyses, tricks, hints that will significantly improve the speed with which you understand, analyze the businesses. There is little theory – mainly examples, a lot of tips from my own experience as well as other notable examples worth mentioning. Our intention is that thanks to the course you will learn:How you can segment customers? When to use a specific segmentation technique?Crucial Excel formulas you will need to do segmentationHow to do simple segmentations in Excel using internal or external dataHow the B2B segmentation differs from B2C segmentationYou can also ask me any question either through the discussion field or by messaging me directly.How the course is organized?The course is divided currently into the following sections:Introduction. We begin with a little introduction to the course as well as some general info on how the course is organizedEssential Concepts in B2C Segmentation. Segmentation is vital for every business. It helps you make decisions on strategy, products, branding. In this section, we will have a look at essential methods used to segment the B2C market.Essential Concepts in B2B Segmentation. In this brief section, we are going to explore some methods of segmentation that can be used on B2B markets.Essential Excel for Segmentation. One of the most often used tools for segmentation is Excel. In this section, I will show you the essential formulas that will help you segment customers and analyze them.Segmentation Case Studies. In this section, we will look at more case studies that will be devoted to segmentation.Segmentation using external data. In some cases, you have no access to internal data, and you have to attempt to segment customers just by looking at external data. Let’s have a look at how it can be done in practice.Segmentation for Restaurants. Let’s now have a look at segmentation for restaurants. We will also talk about things that you should do before you start the segmentation.Jobs to be done framework. The Jobs to Be Done concept is a great tool to find a way to improve your business or create a new business. That’s why we will discuss it in this sectionYou will be able also to download many additional resourcesUseful frameworks and techniquesAnalyses showed in the courseAdditional resourcesLinks to additional presentations, articles, and moviesLinks to books worth readingAt the end of my course, students will be able to…What segmentation techniques you can useWhen to use a specific segmentation technique?Crucial Excel formulas you will need to do segmentationHow to do simple segmentations in Excel using internal or external dataHow the B2B segmentation differs from B2C segmentationHow to use the Jobs-to-Be-Done frameworkHow to segment the market using external dataWho should take this course? Who should not?Management ConsultantsBusiness AnalystsStartup FoundersManagersInvestment AnalystsAnalysts working in Sales or Marketing Department

Overview

Section 1: Introduction

Lecture 1 Introduction

Lecture 2 A little bit about me

Lecture 3 How the course is organized

Lecture 4 How to deal with Blurry image

Lecture 5 How to reach additional resources

Section 2: Essential Concepts in B2C Segmentation

Lecture 6 Essential Concepts in B2C Segmentation – Introduction

Lecture 7 Why we want to segment?

Lecture 8 Process of segmentation

Lecture 9 Methods for segmentation

Lecture 10 Geographic segmentation

Lecture 11 Geographic segmentation for convenience stores – Case Introduction

Lecture 12 Geographic segmentation for convenience stores – Data Available

Lecture 13 Geographic segmentation for convenience stores – Solution

Lecture 14 Demographic segmentation – Introduction

Lecture 15 Demographic segmentation – When we will use it

Lecture 16 Demographic segmentation for Fashion – Case Introduction

Lecture 17 Demographic segmentation for Fashion – Data Available

Lecture 18 Demographic segmentation for Fashion – Customer Value

Lecture 19 Demographic segmentation for Fashion – Segment Value and Charts

Lecture 20 Behavioral segmentation

Lecture 21 Behavioral segmentation for Multichannel – Case Introduction

Lecture 22 Behavioral segmentation for Multichannel – Data Available

Lecture 23 Behavioral segmentation for Multichannel – Customer Value

Lecture 24 Behavioral segmentation for Multichannel – Segment Value and Charts

Lecture 25 Psychographic segmentation

Lecture 26 Segmentation vs Targeting

Lecture 27 Targeting vs Products

Lecture 28 Sources of data for segmentation

Section 3: Essential Concepts in B2B Segmentation

Lecture 29 Essential Concepts in B2B Segmentation – Introduction

Lecture 30 Most often used Segmentation Methods in B2B

Lecture 31 How to segment if you have many Business Units

Section 4: Essential Excel for Segmentation

Lecture 32 Essential Excel for Segmentation – Introduction

Lecture 33 VLOOKUP – Introduction

Lecture 34 VLOOKUP with approximate match – Introduction

Lecture 35 What you can use the VLOOKUP for?

Lecture 36 Basic VLOOKUP usage

Lecture 37 Some comments on basic VLOOKUP

Lecture 38 How to assign categories using VLOOKUP?

Lecture 39 How to use HLOOKUP?

Lecture 40 The logic of MATCH function

Lecture 41 How to assign categories based on 2 criteria using VLOOKUP and MATCH function?

Lecture 42 How to assign categories based on 2 criteria using HLOOKUP and VLOOKUP function

Lecture 43 How to assign categories using SUMIFS function – Basic Usage

Lecture 44 Assigning customers to segments – Case Introduction

Lecture 45 Assigning customers to segments – Data Available

Lecture 46 Assigning customers to segments – Solution

Lecture 47 Pivot tables – Introduction

Lecture 48 How to use Pivot Tables?

Lecture 49 How to use Pivot Charts?

Lecture 50 How to combine Pivot Tables with regular calculations?

Lecture 51 How to use slicers?

Lecture 52 How to replace Pivot Tables with SUMIFS and COUNTIFS

Lecture 53 Going from general to specific with pivots

Section 5: Segmentation Case Studies

Lecture 54 Segmentation Case Studies – Introduction

Lecture 55 Analysis of segments in commodity – Case Introduction

Lecture 56 Analysis of segments in commodity – Data Available

Lecture 57 Analysis of segments in commodity – Solution

Lecture 58 Analysis of receipts – Case Introduction

Lecture 59 Analysis of receipts – Data Available

Lecture 60 Analysis of receipts – How to count unique transactions

Lecture 61 Analysis of receipts – Segment Analysis

Lecture 62 Analysis of receipts – Receipts Analysis

Section 6: Segmentation using external data

Lecture 63 Segmentation using external data – Introduction

Lecture 64 Online Storechecks – Introduction

Lecture 65 Online store-checks – What information you gather

Lecture 66 Online Storechecks – Cosmetics – Case Introduction

Lecture 67 Online Storechecks – Cosmetics – Available Data

Lecture 68 Online Storechecks – Cosmetics – Analysis by Brands

Lecture 69 Online Storechecks – Cosmetics – Analysis by Applications

Lecture 70 Online Storechecks – Cosmetics – Analysis by Size & Customer Group

Lecture 71 Using Customer reviews – Introduction

Lecture 72 Using customer reviews – Source

Lecture 73 Using Customer reviews – Capterra Example

Lecture 74 Using Customer reviews – Case Introduction

Lecture 75 Using Customer reviews – Available Data

Lecture 76 Using Customer reviews – Analysis by Industry & Size of Firm

Lecture 77 Using Customer reviews – Customer Segment Size

Lecture 78 Sites for comparing products – Introduction

Lecture 79 Sites for comparing products – GetApp Example

Section 7: Jobs to be done framework

Lecture 80 Why should you know Jobs to be done framework

Lecture 81 Jobs to be done framework – Introduction

Lecture 82 Jobs To Be Done – Definition

Lecture 83 Jobs to be done – Examples

Lecture 84 Jobs to Be Done – How to use it to improve an existing product

Lecture 85 Jobs to Be Done – How to use it to create a new product

Lecture 86 Jobs to Be Done – How to find them

Lecture 87 Who is your competitor?

Section 8: Conclusions

Lecture 88 Bonus Lecture

Management Consultants,Business Analysts,Startup Founders,Managers,Investment Analysts,Analysts working in Sales or Marketing Department