- Segmentation is a marketing tool that is used to identify meaningful subgroups of existing and potential customers who are clustered around common, identifiable traits.
- For a while, segmentation appeared to be falling out of fashion, due to the rise of personalised , data driven marketing, but the limitations of personalisation are becoming clear.
- Gartner predicts that by 2025, 80% of marketers will abandon their personalisation efforts due to lack of ROI and difficulties in customer data management.
- At the same time, segmentation is changing, made more powerful by new data sources....
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