Best Practice Report

Best Practices For Straddling A Tale Of Two Segmentations

Overthrow Traditional Customer Segmentation In the Personalization Revolution

December 10th, 2019


Customer segmentation has long been a cornerstone of marketing campaigns, giving enterprises a way to partition their customer bases and plan interactions with them. However, in light of growing customer expectations for personalized experiences and the availability of AI technologies to enable smarter insights about these customers, it’s time for business leaders to adopt smarter segmentation, This report identifies and explores the differences between two types of segmentation — customer and consumer — and why companies should eschew traditional methods in favor of a more personalized approach.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.