eBay’s Segmentation Success Story
eBay uses segmentation research to decide which new products and services to add.
A large part of eBay’s business strategy is segmentation. They use segmentation research to decide what new products make the most sense for their customers. Chadwick Martin Bailey recently interviewed Meg Sloan, former Director of Market Research at eBay, about the benefits of effective segmentation.
According to Sloan, “Segmentation, in combination with our own internal data, allows us to understand and think about what we are for whom, how we are going to move the business forward, and what we choose to do in terms of changes to the site or the business model in general.” eBay continues to evolve its segmentation processes and seems to know its customers better than most large companies.
To learn why eBay uses a “do it right” not a “do it fast” approach to segmentation, and for an insider look at the power of segmentation, read the full interview (link below). There are many lessons in the eBay segmentation story that will help even the youngest start-up company.