Segmentation helps firms to segment customers in a market. Enginius classifies customers into homogenous groups such that each segment shares enough characteristics in common to make it viable for the firm to design specific offerings or products for selected segments. Enginius can segment customers based on past behavior, responses to surveys, etc., to identify groups of customers with specific needs, profiles or preferences.

Try it!

Test segmentation on a sample data set and see for yourself

Key features

Powerful visualization

The segmentation model has many features to help you better visualize your data, such as colorized dendograms, screeplots, visual segment description, segmentation space, etc.

Automatic segment selection

Selecting the right number of segments to summarize your data is as much an art as it is a science: it needs to be managerially relevant; it ideally should lead to targetable segments with clear discriminating descriptors; and the segment solution needs to be statistically sound. As a first step, Enginius can analyze the dendogram and suggest a segment solution automatically.

Built-in data transformation

Segmentation data can be skewed, scattered, or collected using different scales. Enginius allows you to standardize or scale the data automatically using various techniques, such as standardization (if the data has been collected on different scales), normalization (if the data is skewed), or factorization (to pre-remove noise from the data).

Segmentation space

Using the same visualization tools as in positioning analysis, Enginius displays the segmentation space graphically, allowing you to visualize which segmentation variables tend to move hand in hand, which tends to move in opposite directions, and where segments are positioned in that space.

Discriminant and classification analysis

Besides the segmentation data used to segment your customers, you might have descriptors available to describe them, such as age, gender, profession, or media usage. Enginius can try to identify whether these descriptors alone could predict to which segments your target customers belong, and if conclusive, it can apply that discriminant model to classify a new list of contacts into their most likely segments, only based on their available descriptors. And if your descriptors are not numeric (e.g., “male”, “female”), don’t worry, you don’t need to transform them into 0’s and 1’s. Enginius will transform your data automatically into an acceptable format.

Case studies


FLIP ( was incorporated with a vision of becoming India’s largest e-training and certification organization in the banking and financial services (BFS) industry.  Targeting such training and certification is critical to

Pacific Brands

Pacific Brand Limited (an Australian lingerie manufacturer) is facing a new “normal” of a slow, extended period of economic recovery.  Having just launched two new higher-end products, management is seeing a trend of trading down from department

Forte hotel

Forte hotel uses the Conjoint and Segmentation models to analyze customers’ preferences across a number of attributes under consideration during hotel design.  This case requires the evaluation and analysis of various bundles of attributes to


The ISBM is a non-profit global network of researchers and practitioners headquartered at Pennsylvania State University, largely supported by corporate membership fees. ISBM membership renewal was under pressure in 2008 due the economic downturn, the

ConneCtor PDA (Segmentation)

The case presents a standard segmentation and targeting challenge facing Netlink in the early days of the smart phone market.  Students are asked to explore the essential elements of a segmentation study and the challenges faced in analyzing data

Kirin Beer

Kirin is a robust case involving multiple models.  Kirin (a Japanese beer producer) is faced with expanding US sales where a competitor (Sapporo) outsells them.  Kirin is contemplating introducing new products to boost sales but must determine 1)

Dürr Environmental

In early 2007, Dürr Environmental Controls, a German conglomerate with capabilities in this arena and extensive industrial operations in the US, was considering entering the US with one or more offerings.  A variety of features and capabilities are