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, Tim Downing, IMA adviser and marketing lecturer at Coventry Business School, looks at the four main approaches to segmentation, and which is currently most popular with IMA members.
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.
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