Keeping up with the customer

“This year two types of business change are deemed important – the speed of technological change and the changing consumer.” Recently the results of PWC’s annual CEO Survey were released. This year over 1,000 CEOs across 90 territories were interviewed to...

Year Ahead: Get set for the rise of nano-segmentation

Segmenting people into groups based on something they have in common has been around since the 16th Century – Yeomans, Knights and Labourers were audiences before they knew it. The more familiar language of social class is over 50 years old but we can still hear...

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...

A new approach to segmentation

Simon Hay, CEO of customer data science specialist, Outra and Professor Richard Webber, originator of segmentation, take to the stage at Technology for Marketing to explore the evolution of this central marketing tool.The advent of GDPR, upcoming ePrivacy legislation...

Why is big data never there when you actually need it?

Earlier this summer I cycled from London to Paris to raise money for charity. Sadly, one of my dearest friends died training for the event. Beyond the tragedy I found myself having some unusual conversations with some big brands.Some of them – American Express in...