Product category:
Market research
News Release from: Illuminas
Edited by the Marketingservicestalk Editorial
Team on 09 July 2007
Illuminas and Orange to present paper at
Esomar
Illuminas and Orange will jointly present a paper at the conference in Berlin in September outlining the creation of an original segmentation for Orange across Europe that began in 2003.
Nick Bonney of Orange UK and Jonathan Fletcher of Illuminas will present a paper entitled 'Designed with algebra; built with a slide rule; flown with a hammer! - a case study in the development and application of a mobile telecoms segmentation' The paper will outline the approach taken in the creation of an original segmentation for Orange across Europe which began in 2003
This article was originally published on Marketingservicestalk on 17 Apr 2007 at 8.00am (UK)
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In 2006 the segmentation was fully operationalised in the UK and formed the basis of Orange UK's highly successful Animal tariffs campaign.
Throughout this period the segmentation was feeding into a range of marketing initiatives, informing everything from new product development to ad campaigns.
This paper is the story of that journey - and a look forward at some of the new challenges that it is being developed to meet.
The paper outlines the organisational aims and objectives that the segmentation was tasked with meeting and the business constraints that the study had to be conducted under.
The authors will provide detail on the measures taken at this early stage to ensure that the segmentation could withstand the demands made of it when it went into service.
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