FanSegmenter
The primary objective of this project is to develop a platform to help Kohl’s to understand,
interact with, and leverage, the fanbase on Facebook for strategic and tactical benefits. This
objective translates into the development of a platform that delivers multiple types of insights
both at the individual as well as at the segment level. The categories of individual level insights
that Kohl’s F2P2 will provide regarding each fan are:
1. Retail Patronage Behavior
2. Purchase behavior
3. Overall consumption
4. Social profile
5. Psychographic profile
6. Lifestyle
7. Demographic profile
8. Geographic profile
The specific variables included in each category are listed in the data warehouse section.
At the segment-level, Kohl’s F2P2 will include an Aggregate Profiling tool for users to define
their own segments and generate lists of fans that belong to those segments. Based on the
variables included in the data warehouse, some examples of the type of segments that users
can define are:
1. Retail brand consideration set segments
2. Product affinity segments
3. Brand affinity segments
4. Motivation and psychographic segments
5. Purchase frequency segments
6. Purchase quantity segments
7. Shopping behavior segments:
a. Participation in flash sales
b. Interest in, and membership of, coupon sites
8. Media consumption segments:
a. Non-digital and digital media use
b. Specific media vehicles used
c. Frequency and type of interactions with Kohl’s through the fan page
d. Demographic segments
e. Geographic segments
In addition to defining segments, users of Kohl’s F2P2 can also track how the segments are
evolving over time using an Evolution Mapping tool which can display the following types of
information:
1. Changes in the size of one or more segments over time
2. Changes for the segment in all of the categories of individual insights:
a. Retail Patronage Behavior
b. Purchase behavior
c. Overall consumption
d. Social profile
e. Psychographic profile
f. Lifestyle
g. Demographic profile
h. Geographic profile
The primary objective of this project is to develop a platform to help Kohl’s to understand,
interact with, and leverage, the fanbase on Facebook for strategic and tactical benefits. This
objective translates into the development of a platform that delivers multiple types of insights
both at the individual as well as at the segment level. The categories of individual level insights
that Kohl’s F2P2 will provide regarding each fan are:
1. Retail Patronage Behavior
2. Purchase behavior
3. Overall consumption
4. Social profile
5. Psychographic profile
6. Lifestyle
7. Demographic profile
8. Geographic profile
The specific variables included in each category are listed in the data warehouse section.
At the segment-level, Kohl’s F2P2 will include an Aggregate Profiling tool for users to define
their own segments and generate lists of fans that belong to those segments. Based on the
variables included in the data warehouse, some examples of the type of segments that users
can define are:
1. Retail brand consideration set segments
2. Product affinity segments
3. Brand affinity segments
4. Motivation and psychographic segments
5. Purchase frequency segments
6. Purchase quantity segments
7. Shopping behavior segments:
a. Participation in flash sales
b. Interest in, and membership of, coupon sites
8. Media consumption segments:
a. Non-digital and digital media use
b. Specific media vehicles used
c. Frequency and type of interactions with Kohl’s through the fan page
d. Demographic segments
e. Geographic segments
In addition to defining segments, users of Kohl’s F2P2 can also track how the segments are
evolving over time using an Evolution Mapping tool which can display the following types of
information:
1. Changes in the size of one or more segments over time
2. Changes for the segment in all of the categories of individual insights:
a. Retail Patronage Behavior
b. Purchase behavior
c. Overall consumption
d. Social profile
e. Psychographic profile
f. Lifestyle
g. Demographic profile
h. Geographic profile
