Cell marketing: next generation segmentation

Cell marketing is a new marketing method derived from complex systems research. It provides marketers with new insights as to 'who's who in the (customers & prospects) zoo '. This paper describes for the first time the concept of cell marketing and why it is positioned as more specific and customer focused than segmentation processes alone. A case study is presented which involves a telecommunications company's attempts to more effectively target premium offers to key parties within its existing base. The paper also describes usage for customer acquisition purposes and its broader applicability to any industry segment via named entity extraction methods from unstructured data sources.