Project Focus: Customer Segmentation Models and Product Value Propositions

This document presents a customer segmentation strategy for Audible - Audiobooks, focusing on optimizing product offerings through need-based customer segmentation. The segmentation is based on key value drivers including access type, content preferences, and price sensitivity.

The strategy highlights strengths in targeted marketing and customization while also identifying potential improvements in flexibility and trial conversion rates. This approach aims to align Audible's services with the specific needs and behaviors of different user groups, to maximize customer satisfaction by addressing specific needs of different segments and business performance by improving customer engagement and retention metrics.

Here is my medium article about my reflection and learnings from this project!

https://drive.google.com/file/d/1tCpVlOlJY-PZWega_LCJAx8aVWsgRk_v/view?usp=sharing