The web allows for more cost-effective and more refined (granular) segmentation than other mediums. Your target segments are those you wish to drive to your web site.

Segmentation can occur on several levels:

• Demographic characteristics (Job Title, Job Function, Company Size)
• Geo-target criterion (Country, Region, State, Area Code, Zip)
• Need-based criterion (better reliability, faster performance)
• Behavioral characteristics (downloading a whitepaper, opting-in for a newsletter)
• Attitudinal/Psychographic characteristics (“innovators”, “early adopters”)
• Roles played in the purchase process (“decision-maker”, “influencer”, “approver”)

If people outside your target segmentation arrive at your site, they achieve nothing more than fighting for your web server bandwidth with those prospects that are valuable to you.

ClearGauge employs customer-centric segmentation methods. Our prospect groupings facilitate messages that convey the ability to solve prospect’s problems and meet their needs, rather than simply applying a product or service list against various segmentations.

ClearGauge starts with a detailed segmentation review, assessing any gaps or weaknesses. All media opportunities are assessed and optimized to meet the most refined, granular segmentation possible. Segmentation opportunities are extended to initial messaging as well as landing pages, microsites or the clients actual web site. Detailed Segment Decision Trees and Segment Offer Maps are created to create the most relevant experience for each segment.

ClearGauge’s vast online media expertise was built from its earlier model as an Online Network. Due to its familiarity with over 500 web sites (including major B2B publishing entities such as Advanstar, Pennwell, Penton, Primedia, Reed/Cahners, as well as many online-only entities), ClearGauge possesses unparalleled knowledge of the online world as it relates to considered purchases and longer, more complex buying cycles. This vast knowledge extends to the print versions of these critical audience aggregation points.