Hybrid segmentation: Delivering against brand and comms, innovation and CRM strategies

Paul Jackson, head of advanced analytics, Bonamy Finch writes how hybrid segmentation empowered a leading tourism company to drive additional revenue.


This article is part of a series of articles from the WARC Guide to Segmentation. Read more.


Consumer segmentation is the foundation for marketing activities for a huge number of businesses. Whereas several approaches to segmentation have evolved over the last few decades (personality, geodemographic, attitudinal etc.), a fundamental problem remains: how to create a single segmentation that can work across all organisational functions – brand, comms, NPD and CRM.

Limitations of traditional segmentation

  • Brand positioning and comms segmentation – survey data capturing high-level category attitudes and motivations –lacks a framework to...

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