Why segmentations do not always work – and how to fix it

Gill Edwards

Gill Edwards, Head of Segmentation & Activation, Kantar Analytics Practice, outlines three reasons why segmentations do not always deliver.

Personalisation
Data-driven targeting
Segmentation theories & ideas
Strategy

Segmentation

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

Consumers today are demanding, expecting a more personal experience from companies they do business with. Organisations in turn are having to become...

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