[1] Customer Segmentation - 1 Customer Segmentation The advantages and limitations Tyler Anderson Director Strategy Insights WD Partners Its time to

[1] Customer Segmentation - 1 Customer Segmentation The...

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1 Customer Segmentation - The advantages and limitations Tyler Anderson, Director, Strategy & Insights WD Partners It’s time to take an honest look at what segmentation studies can and can’t do…and whether it’s what you really need. Too much information, running through my brain. Too much information, driving me insane. The Police The Police declared this back in the early 80s, and it’s truer today than ever before. Over the last decade in particular, the dropping cost and rising ease of online data collection and analysis have encouraged retailers and packaged- goods companies to gather lots and lots of information. It’s often used to conduct detailed consumer segmentation from a regional to global scale. Sounds like a good thing, right? Of course…but I think The Police were on to something. We’re creating huge quantities of data to absorb and make sense of. And with big data comes big responsibility. Just because you have it, doesn’t mean it will lead you to the right conclusions. Take segmentation, for example. It’s a research and insights methodology that divides shoppers into subsets, or segments, that share common demographics, needs, behaviors, attitudes, and more. All that thin-sliced data can help you make better marketing and design decisions. Bu t it’s important to know, going in to a segmentation program, what you can realistically expect and accomplish.
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  • Fall '14
  • Stoltman
  • Marketing, Brand, Tyler Anderson, Insights WD Partners

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