The starting point for those studies is your customer-segmentation model. After you decide which approach to use to measure migration, the process is a virtuous circle of analyze, segment, campaign, ...

In essence there is no single unified purpose behind market segmentation. The objective of segmenting a market differs from study to study and from client to client. For example: To develop a customer ...

Segmentation—the process of identifying specific customer groups—is imperative for personalized marketing and communications. Often, segmentation projects entail large-scale market studies that divide ...

We need to simplify everything we do. But not how we understand people. Our time with IKEA shows that segmentation can’t become a shortcut for better understanding consumers. Technology and data are ...