What is segmentation?

Clusters : Chris Cowan Chris Cowan, May 31st 2019 B2B B2C Marketing Segmentation
Why use segmentation

Aside from those who work within market research, many people see segmentation as a bit dry and complex. But if you don’t understand your customers, how can you expect them to listen to what you have to say? In this blog, I’m focussing on marketing campaigns in particular, but segmentation …

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Why big data fails to provide big insights

Clusters : Chris Cowan Chris Cowan, May 31st 2019 B2B B2C Marketing Segmentation
why-big-data-fails-to-provide-big-insights

In an increasingly global and competitive marketplace, no business can afford to ignore data about their customers. The growth of information technology has transformed market research, with a growing number of businesses learning about customer preferences and buying habits by mining massive sets of quantitative data. The buzzwords in market …

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Getting started on customer segmentation

Clusters : Chris Cowan Chris Cowan, May 31st 2019 B2B B2C Marketing Segmentation
Segmentation : approaches to targeting

There are four common approaches to targeting; you can either target on demographics, needs, attitudes or behaviour. This blog explains why some provide a better basis for evidence-based decision-making than others.

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