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The traditional concept of segmentation was simple: create a persona of a “person” who was most likely to be interested in the product or service, develop go-to-market strategies, ads and offers that spoke to that persona, and then by default let natural selection take its course. Today, it is still a viable strategy: it has proven results and it is necessary for data analytics and reporting. However, in the last few years the idea that all potential targets have the same habits, wants, likes, and so on, has become obsolete. Why? Data has now changed the game entirely.