Case Studies
- Strategy and Database for Banking Client
- Strategy, Analytics and Database Services for Travel Company
White Papers
CAC White Papers and Presentations.
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Understanding Customer Segmentation
Presented February 19th, 2004 by Brad Rukstales
With all of the data and and technology available today, there continues to be a lack of understanding about customers. A common goal of marketing analysis is to develop a customer segmentation. A variety of approaches exist — some more credible than others — that allow a marketer to make sense of the different groups that together comprise a customer base. This article looks at some of the key methods of segmentation and how they can best be applied to the real-world issues marketers face.