Your Segmentation is on the Shared Drive. Now what?
Andrew Wiseman explores why even statistically robust customer segmentations can fail to create impact, and why successful segmentation depends on purpose, stakeholder engagement, activation and turning insight into action.
Nobody cares about your Cluster Analysis
Richard Walker explores why segmentation success depends less on the perfect statistical model and more on creating customer frameworks that organisations can actually use to make better decisions. Good segmentation research is not just about producing statistically robust groups. It is about creating a framework that helps teams make better decisions about real customers. And […]