Mastering insights that pay - tying the knot with insights: the ingredients of a successful segmentation

This article discusses segmentation methods, illustrating them through a case study (for MasterCard Worldwide in several European markets).

Mastering insights that pay – tying the knot with insights: the ingredients of a successful segmentation

Tony Costella, Sonali Desai and Koen De VosIntelligence & Planning, MasterCard Worldwide, Belgium

Julian Bond, Tim O'Brien and Sam DavisResearch International, United Kingdom

INTRODUCTION

It is widely noted that segmentation studies can either be a spectacular success or a dismal failure, and it is consistently reported that many end-users of segmentation studies are dissatisfied with the final product (Bottomley and Nairn, 2004).

This paper will explore some of the pitfalls of the most common...

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