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 marketing applications it has come to be closely associated with media and marketing-mix modelling. In its broader economic uses, econometrics is more often engaged with problems that combine demographics, geography and behaviour over time. There are many disciplines, including social and financial policy, where observing the behaviour of individuals over time, and how their static attributes interact with their dynamic ones, is...

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