Customer groups

Field specific

Signicom does not work with ready-made customer groups or consumer categories lying on its shelves! The world was just not made that way. We are convinced that a customized segmentation should be made for each client. In the financial services field, someone may well be in the same customer group as his/her neighbour, but for holiday destinations, that same person may have completely different requirements.

Psychological segmentation

Signicom performs segmentation based on field-specific and psychological characteristics (attitudes and requirements). These are sounder and less sensitive to fluctuation than behavioural characteristics, and provide better predictions than socio-demographic characteristics. Signicom is one of the few agencies utilizing latent class analysis (Latent GOLD 4.0) for segmentation purposes.

Jo van Kruchten / Belastingdienst [Dutch Inland Revenue]  

"We chose Signicom because they were prepared to create a custom segmentation for us, rather than use their own existing models."