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Articles

The Customer Segmentation Highway

by Barry Smith Ikano Insight Published on 11/07/16
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When we think about customer segmentation in our contact strategies, many approaches can be taken. All too often a ‘bomb the base’ approach is used, believing this will deliver the highest ROI – especially if a cost effective channel such as email is used. In some circumstances this may be the right choice, but there are many other customer segmentation techniques that could provide a more ‘laser-targeted’ approach.

Dividing your customers into groups is vital to increasing the success of any communications message. If you don’t know who you’re talking to, it’s unlikely you’ll get much of a response.

So what are the options for customer segmentation? There are too many to shake a stick at, but here are a few key techniques and how and why they should be used…

Read the full article on the Ikano Insight blog.

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Topics

Behavioural Targeting Consumer Behaviour Customer Experience Engagement Omnichannel Retail

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