Segmentation for Management Consultants & Business Analysts

A practical guide on how to analyze segments of customers during consulting projects
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What segmentation techniques you can use
When to use a specific segmentation technique?
Crucial Excel formulas you will need to do segmentation
How to do simple segmentations in Excel using internal or external data
How the B2B segmentation differs from B2C segmentation
How to use the Jobs-to-Be-Done framework
How to segment the market using external data

Requirements

  • Basic or intermediate Excel
  • Basic knowledge of economics

Description

What is the aim of this course?

If you are participating in a consulting project devoted to Sales & Marketing or Strategy most likely you will have to either do segmentation or analyze existing segments of customers. You will try to achieve it on the basis of internal data, market research, and other external data. This course will teach how to rapidly and efficiently segment customers and analyze existing segments during consulting projects.

In the course you will learn the following things:

  1. How you can segment customers?

  2. When to use a specific segmentation technique?

  3. Crucial Excel formulas you will need to do segmentation

  4. How to do simple segmentations in Excel using internal or external data

  5. How the B2B segmentation differs from B2C segmentation

This course is based on my 15 years of experience as a consultant in top consulting firms and as a Board Member responsible for strategy, performance improvement, and turn-arounds in the biggest firms from Retail, FMCG, SMG, B2B, and services sectors that I worked for. I have carried or supervised over 90 different performance improvement projects in different industries that generated in total 2 billion of additional EBITDA. On the basis of what you will find in this course, I have trained in person over 100 consultants, business analysts, and managers who now are Partners in PE and VC funds, Investment Directors and Business Analysts in PE and VC, Operational Directors, COO, CRO, CEO, Directors in Consulting Companies, Board Members, etc. On top of that my courses on Udemy were already taken by more than 111 000 students including people working in EY, Walmart, Booz Allen Hamilton, Adidas, Naspers, Alvarez & Marsal, PwC, Dell, Walgreens, Orange, and many others.

I teach through case studies, so you will have a lot of lectures showing examples of analyses, tools that we use. To every lecture, you will find attached (in additional resources) the Excels as well as additional presentations, materials shown in the lectures so as a part of this course you will also get a library of ready-made analyses that can, with certain modification, be applied by you or your team in your work.

Why have I decided to create this course?

During many projects, you will have to segment customers to be able to do more advanced analyses. This will be especially true during strategic projects and projects devoted to marketing or sales. Some consulting firms, don’t give you the full toolbox that you need to do simple segmentations during consulting projects. This may lead to huge frustration during consulting projects and a lot of inefficiencies.

Therefore, I have decided to create this course to help students understand or refresh the segmentation techniques they may need during consulting projects. The course will give you the knowledge and insight into real-life case studies that will make your life during a consulting project much easier. Thanks to this course, you will know what and how to do during consulting projects. You will master how to analyze data and draw conclusions from the analyses.

To sum it up, I believe that if you want to become a world-class Management Consultant or Business Analyst you have to have a pretty decent understanding of segmentation. That is why, I highly recommend this course to Management Consultants or Business Analysts, especially those that want to specialize in strategy, sales, and marketing. The course will help you become an expert in segmentation on the level of McKinsey, BCG, Bain, and other top consulting firms.

In what way will you benefit from this course?

The course is a practical, step-by-step guide loaded with tones of analyses, tricks, hints that will significantly improve the speed with which you understand, analyze the businesses. There is little theory – mainly examples, a lot of tips from my own experience as well as other notable examples worth mentioning. Our intention is that thanks to the course you will learn:

  1. How you can segment customers?

  2. When to use a specific segmentation technique?

  3. Crucial Excel formulas you will need to do segmentation

  4. How to do simple segmentations in Excel using internal or external data

  5. How the B2B segmentation differs from B2C segmentation

You can also ask me any question either through the discussion field or by messaging me directly.

How the course is organized?

The course is divided currently into the following sections:

  • Introduction. We begin with a little introduction to the course as well as some general info on how the course is organized

  • Essential Concepts in B2C Segmentation. Segmentation is vital for every business. It helps you make decisions on strategy, products, branding. In this section, we will have a look at essential methods used to segment the B2C market.

  • Essential Concepts in B2B Segmentation. In this brief section, we are going to explore some methods of segmentation that can be used on B2B markets.

  • Essential Excel for Segmentation. One of the most often used tools for segmentation is Excel. In this section, I will show you the essential formulas that will help you segment customers and analyze them.

  • Segmentation Case Studies. In this section, we will look at more case studies that will be devoted to segmentation.

  • Segmentation using external data. In some cases, you have no access to internal data, and you have to attempt to segment customers just by looking at external data. Let’s have a look at how it can be done in practice.

  • Segmentation for Restaurants. Let’s now have a look at segmentation for restaurants. We will also talk about things that you should do before you start the segmentation.

  • Jobs to be done framework. The Jobs to Be Done concept is a great tool to find a way to improve your business or create a new business. That’s why we will discuss it in this section


You will be able also to download many additional resources

  1. Useful frameworks and techniques

  2. Analyses showed in the course

  3. Additional resources

  4. Links to additional presentations, articles, and movies

  5. Links to books worth reading

At the end of my course, students will be able to…

  • What segmentation techniques you can use

  • When to use a specific segmentation technique?

  • Crucial Excel formulas you will need to do segmentation

  • How to do simple segmentations in Excel using internal or external data

  • How the B2B segmentation differs from B2C segmentation

  • How to use the Jobs-to-Be-Done framework

  • How to segment the market using external data

Who should take this course? Who should not?

  • Management Consultants

  • Business Analysts

  • Startup Founders

  • Managers

  • Investment Analysts

  • Analysts working in Sales or Marketing Department

Who this course is for:

  • Management Consultants
  • Business Analysts
  • Startup Founders
  • Managers
  • Investment Analysts
  • Analysts working in Sales or Marketing Department

Course content

5 sections34 lectures1h 42m total length
  • Introduction
    02:27
  • A little bit about me
    01:47
  • How to deal with Blurry image
    02:04
  • How to reach additional resources
    01:06

Instructor

Expert in performance improvement, turnaround and startups
Asen Gyczew
  • 4.4 Instructor Rating
  • 20,875 Reviews
  • 114,142 Students
  • 59 Courses

Expert in performance improvement, scaling businesses, and turning-around companies with significant experience both in management as well as in supervision of medium size companies (EUR 20 – 500 million) and startups. I have trained in person over 100 consultants, business analysts, and managers who now are Investment Directors, CEO, Partners in PE and VC funds, Sales and Marketing Directors, Operational  Directors, COO, Directors in Consulting Companies, Supply Chain Directors, Board Members, etc.


Functional experience:
performance improvement, strategy development, startups, intrapreneurship, post-merger integration and cost reduction, due diligence, turn-arounds, PMO; 

 Industry experience: SMCG (domestic appliances, furniture, ceramic tiles), FMCG (cosmetics, juice, meat), retail (electronics, convenience shops, pharmaceuticals, DIY, vending, fashion, toys), B2B (aluminum system, plywood, alcohol, reagents, loading systems), services (MRO, consulting, outsourcing), foodtech, marketplaces

Countries: Poland, Serbia, Russia, Ukraine