Improving segmentations through observed behaviour

This article argues for the value of 'hybrid' segmentations which combine 'static' (survey or census-based) data with 'dynamic' (panel-based) data.

Improving segmentations through observed behaviour

Robert Stratton

In a marketing context, econometrics is often regarded as a purely time-series method, concerned with how measurements like sales change over time. This is partly due to the fact that in...

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