December 2019
Intermediate to advanced
242 pages
6h 2m
English
Content preview from Highly Effective Marketing Analytics
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Developing Actionable Segmentation
Chapter Overview
Segmentation is widely considered the first step and key to understanding customers. However, in the real business world, the application of segmentation is not so effective. Many U.S. companies don’t use the segmentation scheme to guide decision making in acquisition, retention, resource allocation, and customer communications. This chapter first briefly discusses the importance and benefits of segmentation then explores why so many segmentations fail. Next it takes a deep dive into different levels of segmentation, and finally, it introduces several practical ways to develop meaningful tactical-level, managerial-level, and strategic-level segmentation.
This chapter is organized as ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.