Analytics Mini Case: Evaluating Segments Across the Buying Process Imagine you are the CMO of "DormL ife Solutions. "You sell high-end, relatively expensive furniture solutions to consumers who are trying to maximize the space utilization of their college dormitory. One of your most profitable products is the "Bunk Suspender," this is a made-to-order wooden rig that allows the user to suspend their dorm room beds above the floor This product is only sold through your online ecommerce store. Customers provide DormLife Solutions with precise measurements, and DormLife Solutions ships a custom bunk solution More Info There are 4 distinct segments of customers who buy the "Bunk Suspender. "Each one of these segments tends to go about the buying process differently, and each segment has its own unique priorities in mind when buying the Bunk Suspender. The segments are characterized below: Segment A: Tend to spend a large amount of time looking for a bunk bed solution. Are willing to pay a higher price but only if they are convinced the product is superior to other options. Usually buys well before the school year begins. Segment B: This segment usually buys after they have already arrived at school. Unsatisfied with the cramped space of their dorm room, this segment tends to look quickly for any suitable solutions. Segment C: Extremely sensitive to price. This segment tends to do extensive research, but Segment C: Extremely sensitive to price. This segment tends to do extensive research, but mostly because they are hunting for the cheapest solution available. Segment D: These customers tend to find the purchasing process very stressful and frustrating because of the necessity of providing precise measurements. More Info Which segment requires additional investigation to understand the athibuses that are important to them? Which segment is most likely to decide between a large number of offerings before making a choice? Which segment andears to have the largest negative gap between their expectations for our product and their actual experience with our product? Which segment requires additonal investigation to understand the attroutes that are important to them? Which segment is most inclined to do thorough research? Which segment chould we target with a direct mail campaign that heaviy leatures a ned lne of coliorful bunk options? Which segment should we target to heavily market out new referral rewards program