Outraspective Blog

The power of change in segmentation

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? After all the purpose of segmentation is to create powerful models that make predictions based upon the data that feed them. For instance the...

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Sprechen sie segmentation?

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...

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Segmentation: fail to plan, plan to fail

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...

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Customers are more than their last click

Customers are more than their last click

By Simon Hay, CEO of Outra Using different data in segmentation  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,...

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Outra joins Harbour agency collective

Outra joins Harbour agency collective

The following article was published by Decision Marketing and Marketing Communication News on October 2, 2018.   Outra have joined forces with Paul Hammersley's agency, Harbour Collective. Customer data science business Outra, has joined the ranks of independent...

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Analytics: the £25 billion mistake

Analytics: the £25 billion mistake

The following article was published by Lovely Mobile News on September 21st 2018, and written by Caroline Worboys.  Caroline Worboys, Chief Operating Officer at Outra, discusses the power of analytics.  In just two very short years the analytics market in the UK will...

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Speaker Q&A with Simon Hay, CEO of Outra

Speaker Q&A with Simon Hay, CEO of Outra

The following article was published by Technology for Marketing. TFM reporter John Bensalhia speaks to the CEO of Outra, Simon Hay, ahead of Simon's speaking appearance at this year's TFM 2018 event to look at GDPR compliance and data management. What is the science...

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

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

The following article was published by DecisionMarketing on August 29 2018.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...

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