Understanding SEM Segmentation: New Free Book From E + I
If you are reading this, chances are you have followed the Ebony and Ivory series on the SEM segmentation. Congratulations! You have reached the finish line. Thank you for joining us on this journey back to the future from LSM to SEM.
I would love to reassure you by saying “it’s a wrap”, but the agile segmentation of the market is more in line with the mythical concept of a Perpetual motion machine rather than Einstein’s correction theory of everything. The market is moving. Consumers are changing. Research methodologies are evolving. And all of these things are changing exponentially in a digital landscape. So maybe all we can really say is Congratulations! You have reached the starting line!
I hope that through the SEM Segmentation Series we have improved your understanding of SEM Segmentation and the Muller Cluster Model and the role it plays in reliable media audience measurement and reporting. The series has now been consolidated into a comprehensive, handy eBook that will list all of the key content points.
The Oxford Dictionary defines insight like the ability to make good judgments and make quick decisions. I would like to invent the term ‘sacumen’ as the ability to make good judgments and make quick decisions on segmentation.
So let’s review the SEM model using “sacumen” as a guideline for synthesis.
Segmentation: The POPI law and the constraints it implies for personalized data-driven marketing in a post-cookie environment has been the catalyst for a renewed interest in traditional methods of market segmentation.
Agile: Using the Socio-Economic Measurement Segmentation (SEM) model to navigate all the open source databases in the industry gives us the assurance that we have a tool that offers a reliable and agile interpretation of the southern market. Africa and the media landscape. When it comes to purchasing power, the SEM model retains strong predictive power: the model can provide both broad product and service landscape perspectives, as well as deep vertical insights at the brand level.
Cluster: As with LSM in the past, the SEM model offers a 10-segment goal to segment the market, but the functional application is best derived from the use of clusters. Or as they are more widely known to Supergroups. The Muller cluster model consists of five clusters or supergroups.
UX. The EM model of the socio-economic model is extremely versatile. SEM is fundamentally a continuum of data and is more illustrative when information is told horizontally across the spectrum, not just vertically in predetermined groups. This built-in versatility allows planners to adjust the goal to create brand-specific segments and maximize marketing and media effectiveness. Keep in mind, however, that using SEM segmentation typically involves a trade-off between targeting the rich “high impact” supergroups and the “high volume” clusters that make up the middle market.
Multi-source: In a fragmented post-AMPS landscape, we increasingly rely on this multisource data pool to create meta-analysis for market and media segmentation. There are a number of free industry databases that collectively offer much of what was previously offered in AMPS and, in many cases, much more. Data fusion is the statistical technique we use to integrate all of these datasets to produce more accurate, agile, and functional information than any single-source database provides.
Evolution. The SEM model places more emphasis on fixed structural elements such as building materials and is less dependent on purchasable technology than the LSM: but 9 of the 14 variables used to build the SEM are precisely the same as those used to create LSM. At the functional level, the SEM typology represents only the most recent iteration of a national model of socio-economic segmentation. If it looks like a duck! And he quacks like a duck!
New: SEM audience information is available on all media platforms, including digital and social media. But we need to move away from the constraints of traditional media planning and embrace a new reality that the The message is contained. To move from Media Planning to Content Mapping. From a content mapping perspective, it is essential to move beyond the ‘excessive cost’ calculations of audience size and embrace the new ‘entry value’ of media contribution. return on investment.
So there we have it. The SEM model is reliable, agile and easy to use.
SACUMEN in a word. Or in this case, SACUMEN in a fantastic Ebony & Ivory SEM eBook.
Gordon Muller is Africa’s longest-serving media strategist. Author of Media Planning – Art or Science. Most of the time harmless! Read his Khulumamedia blog here.
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