In today’s data-driven age, customer segmentation is essential.
With an abundance of accessible and scalable data, businesses can now categorise and divide up their market into smaller "audiences" based on their marketing needs.
From customer journey mapping, emotional segmentation, through to large-scale personalisation – customer segmentation give businesses a way to innovate in their relationships with their customers, not just on their production line.
A marketer is only as powerful as their database.
More targeted advertising, a more deliberate product suite and more efficient marketing efforts can allow businesses to innovate in their relationships with customers.