Merging minds and matter - actionable segmentation powered by data fusion

Manjima Khandelwal, Shuchi Sethi, Daniel Jenkinson and Adam Murphy

The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers.

Merging minds and matter – actionable segmentation powered by data fusion

Manjima Khandelwal, Shuchi Sethi, Daniel Jenkinson and Adam MurphyACNielsen Customized Research (IR), United States

THE MARKETING CHALLENGE

In today's marketing world, segmentation is considered “old hat”. However, traditional segmentation approaches are riddled with challenges that limit their ability to truly drive strategy and change the course of a brand. Building segmentation that is actionable requires a new innovative approach to an old concept, which can revolutionize a market and identify growth opportunities that can be successfully implemented.

Some of the criticisms that...

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