Knowing who customers are—and what they want—to get the right message to the right customer at the right time. This is key for companies to improve the targeting and relevance of communications, guide product and service development, and remain competitive in a today’s multichannel marketplace. And results demand customer segmentation.
While companies recognize the value of customer segmentation, many have yet to explore how segmentation is advancing and evolving. And they cannot afford to be left behind in a world of big data, advanced analytics and customer-centric marketing. Why? Because customer segmentation must be more robust and more compelling than ever to meet the needs of the more informed and tech-savvy buyer.
How, then, can companies achieve the value that segmentation promises? What’s needed are more advanced segmentation approaches that work across multiple dimensions, handling infinite numbers of attributes, factoring in business objectives and ensuring that the resulting solution is aligned with these objectives. With artificial intelligence technology, next-generation segmentation has arrived.