Mark Patron and Tony Masters join forces in unique segmentation initiative

Two industry gurus collaborate to revolutionise segmentation.

Leading industry figures, Mark Patron and Tony Masters, have joined forces to develop, Pomegranate: a strategic solution to consumer segmentation that is set to revolutionise database marketing.

Employing the latest technology, Pomegranate breaks new ground by integrating customer behaviour and demographic data plus attitudinal data to provide a truly multi-dimensional view of consumers. Traditionally these data sets have been used in isolation, and often marketers have been working with only ‘half the story’ or with a framework that is difficult to apply in marketing terms.

The concept of integrated segmentation is not new, but until now it hasn’t been possible to deliver. Demographics and purchasing behaviour account for 40 to 60 percent of the reason why consumers purchases a particular product or service. For example, it can tell that a person can afford to buy a product or has purchased a similar product before and therefore is more likely to purchase it again. But the final driver in any purchasing decision is the buyer's attitudes, motivations and individual needs - which can only be defined using market research techniques.

Patron explains, ‘Historically, segmentation strategies have been developed by database marketers or market researchers. The market research solution is typically descriptive by nature and not actionable through the customer database. In contrast, the database marketing solution is over-reliant on demographic and RFM data, which is only half the story - missing the vital customer attitudes, motivations and needs, which only research methods can deliver. We’re combining both for the first time providing marketers with the why as well as the what.

The expertise and experience of Patron and Masters make for a unique partnership. Both bring an unrivalled knowledge of segmentation and modeling coupled with the experience of how these techniques can perform when it comes to direct marketing

Tony Masters adds, ‘Our methodology is objective driven. Pomegranate is a tailor-made solution designed to provide the optimum results to meet different businesses’ goals. For example, improving customer retention requires a different segmentation approach to improving cross selling. We’re employing a whole range of segmentation techniques which are combined, integrated and then compared to find the best solution. The result is actionable and very importantly, intelligible. We’re looking to give clients a measurable return on investment every time’.

Tony Masters and Mark Patron are offering their new integrated segmentation, Pomegranate, from £25,000.

About Tony Masters:

Tony Masters brings 25 years experience in direct marketing. He was a Director of WWAV Rapp Collins, with particular interests in planning, and the use of data to create systems that build ROI. He has experience of a wide range of client sectors, especially credit, mail order and charities.

About Mark Patron:

Mark Patron is a database marketing consultant. Previously Mark was MD of Claritas UK and Chairman of Abacus Europe, plus he co-founded Claritas Europe. He has been responsible for developing many of the segmentation systems and methodologies in use today. Recently he was voted one of the UK's 15 most influential direct marketers by Precision Marketing readers

Susan Perolls on 020 7274 9790
Mark Patron on 07810 640 888 or
Tony Masters on 07966 032 656