Determine channel role and fit with target segments
How determine channel role and fit with target segments are reshaped as AGI capability advances.
The bottom line
Roughly 85% of the work in Determine channel role and fit with target segments is information-shaped — already within reach of AI delivery. The question here is not whether it shifts, but which tasks go first and who staffs the residual.
Why: The APQC lens 'Develop marketing strategy' and the process description—which centers on analyzing channels, evaluating target segment characteristics, and assessing communication effectiveness—strongly indicate pure knowledge work. Lacking child occupations, the entirely data-driven and analytical nature of this strategic marketing task places it firmly in the digital band, handled via software and information transformation.
grounded in the economy graph · digital scalar 0.85 · digital
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How the work flows
Trigger: A target customer segment is defined for a new or existing marketing strategy.
- Identify available marketing and communication channels
- Analyze target segment behaviors and media consumption habits
- Evaluate historical channel effectiveness and uptake rates
- Match channel attributes to segment desires and drives
- Select primary and secondary channels for the segment
- Define the specific marketing role for each chosen channel
Outcome: Optimal communication channels are selected and mapped to specific target segments based on expected engagement.