Data Management   Advanced Analytics   Products and Services   Consumer Analyses   Consumer Choice Analytics   Forecasting   Market Architecture   Marketing ROI   NaviGATE   Pharma Market Analysis   Pricing and Promotion   Projection Solutions   Retail Analytics   Category Management   Out-of-Stocks   Market Basket   Point-of-Sale   Segmentation   Survey Design   IT Systems and Services   INDUSTRIES SERVED   Beverages   Broadcast and Cable Media   CPG Manufacturing   Distribution and Retail   Education   Gaming   Law Enforcement   Life Sciences   Metals/ Manufacturing   Pharmaceutical   Publishing   Public Sector   Tobacco   Utilities/ Energy   Vending

Segmentation analysis is used to identify complex relationships between one or more outcome measures and a large set of causal measures. MSA uses its proprietary MAID (Multivariate Automatic Interaction Detection) algorithm for segmentation analyses. MAID splits a total sample into sub groups by maximizing between group differences and minimizing within group differences. MAID Strengths Hierarchical segmentation - allows conditional relationships Analysis of categorical factors - both ordered (e.g. < $100, $100-$200, > $200) and unordered (e.g. eastern region, southern region, etc.) Multiple dependent (outcome) variables - for example, segmentation based on both volume and share simultaneously Typical applications include segmentation at the store or account level to create groups of stores that can follow similar promotional and pricing strategies. Segmentation is also done at the consumer level to create groups of consumers who can be marketed to using the same strategy.