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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