Segmentation: why? - video

At the London, Manchester and UK Online Insight forums in March 2022 we discussed the ways in which Insight teams use customer segmentation. It seems to be back in favour, so what are the principles that successful Insight teams should adopt?

In this video, James Wycherley provides an introduction to segmentation and the business purposes to which it can be used. The key message? It's only a business tool, and we should first make sure we understand why it migth be useful and only then consider which approach is appropriate.

If your organisation has a corporate membership with the IMA, and you have an online account to access member content, then you can watch James's presentation on this topic by clicking on the link below. Please remember that you will need to log in before you can access member content.

If you're not sure whether your employer is a member, or if you would like to arrange to have online access, please contact us and we will be able to help you.

Please click here to see other content relating to Insight generation

Please click here to return to the members' library