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.

Segmentation

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

Introduction

Consumer segmentation is the foundation for marketing activities for a huge number of businesses. Whereas several approaches to segment segmentation that can work across organisational functions – brand, comms, NPD and CRM.

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