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

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


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 more targeted in their approach and typically this begins with segmentation. A successful segmentatio

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