A key objective for leading organisations is to get closer to their customers. Segmentation is the powerful technique to achieve this, however there are a number of traps to avoid.
Working with a numerous different variables, and having a detailed understanding of how all these variables inter-relate is just the start.
This article identifies the top 10 segmentation traps that businesses fall into, and how you can create a successful segmentation strategy.
Our successful segmentation strategies blend art and science, leading to 5 broad techniques identified in our ‘Avoid the Segmentation Trap’ White Paper.
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