The Power of Change in Segmentation

It is often said that the only constant is change. Why, therefore is change rarely used as a variable in segmentation?The purpose of segmentation is to create powerful models that make predictions based upon the data that feed them. For example, the surprise Brexit...

Sprechen sie segmentation?

Nelson Mandela once said “ if you talk to a man in a language he understands, that goes to his head. If you talk to him in his language that goes to his heart.” What I love about this quote is its relatability. Through its psychological nature, it can be applied to...

Segmentation: fail to plan, plan to fail

Unfortunately, it is becoming increasingly usual to hear anecdotally of segmentation systems that are failing to perform to expectation. Following the emergence of data science, deep learning and AI segmentation is right back on the marketing agenda, the appetite for...

Customers are more than their last click

Wendell R Smith wrote in the Journal of Marketing in 1956: “Market segmentation involves viewing a heterogeneous market as a number of smaller homogeneous markets in response to differing preferences, attributable to the desires of consumers for more precise...

Outra joins Harbour Agency Collective

Outra joins Harbour Agency Collective along with the ranks of independent consultancy heavyweights Hope & Glory, Goodstuff and Digital NativesOutra will be the first predictive data science business in the collective and will make customer insight, underpinned by...