Case Study

Case Study: How One Firm Evolved Segmentation To Form A More Perfect (Credit) Union

February 3rd, 2023
Brandon Purcell, VP, Principal Analyst
Brandon Purcell VP, Principal Analyst
Jeremy Vale, Researcher
Jeremy Vale Researcher
With contributors:
Aaron Katz , Evan Megan , Jen Barton

Summary

Customer segmentation has long been a staple of insights pros seeking to tailor their marketing efforts to distinct customer subsets. But the popular method is often maligned even by its proponents, as it suffers from issues ranging from data quality to attributable ROI. This case study outlines best practices established by a national credit union that segmented thousands of members using a broad survey, and then successfully mapped the rest of its base to those segments.

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