IntroductionIntroduction to segmentationWhat is segmentation? What is a segment?Why segment? Strategic uses of segmentationThe four Ps of strategic marketingCriteria for actionable segmentationA priori or not?Conceptual processHighlight: Using segmentation to improve both strategy and predictive modellingIntroductionSegmentation is a strategic, not an analytic, processWhy would segmentation improve predictive modelling accuracy?Segmenting variables for model improvementExample: churn modellingInterpretation and insightsWhat if there was no segmentation?ConclusionChecklist: You’ll be the smartest person in the room if you…