Best Practice Report

Best Practices For Straddling A Tale Of Two Segmentations

Overthrow Traditional Customer Segmentation In the Personalization Revolution

December 10th, 2019
Brandon Purcell, VP, Principal Analyst
Brandon Purcell VP, Principal Analyst
With contributors:
Srividya Sridharan , Rusty Warner , Brendan Witcher , Joe Stanhope , Aldila Yunus

Summary

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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