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Establishing a set of customer segments is the first step to strategic, impactful marketing. Beyond personalization, segments can be used to manage churn, increase margin, optimize engagement, and even mitigate fraud. If you are just starting out or want to get more advanced with your use of segments, read on to gain some valuable tips!   Man-Made vs. Machine Learning Segments First, let’s review two types of segments. “Man-Made” segments use historical data....

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