Market segmentation is a recognition of the fact that customers have differing needs and buying behaviors and hence require differentiated offerings from product marketers and product managers. Segmentation should be based first on what customers want and then should attempt to profile who these segments are. This session will detail common challenges in implementing segmentation, provide two approaches to segment, and aid in the development of segment personas. Strategic Segmentation is a follow-up to the successful Product Segmentation session at February 2013 Product Camp. This session will leverage both the case method and presentation model to review key examples of segmentation frameworks.
Becky Trevino is Director of Managed Cloud Infrastructure and Community at Rackspace. In this capacity, Becky runs one of largest cloud computing footprints in the world. Prior to Rackspace, Becky served in engineering and Product Marketing roles at Dell. Becky earned an MS in Engineering from The University of Michigan and an MBA from Northwestern's Kellogg School of Management.