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...

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...

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...

Q&A with Simon Hay, CEO of Outra

What is the science of segmentation and how does it affect our lives?Segmentation is one of the cornerstones of marketing and underpins the entire marketing strategy. Any organisation dealing with large numbers of customers or large volumes of data, will be using...