Using Machine Learning for Smarter Segmentation

  1. Data Analytics
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Defining the segments for a campaign or promotional offer is one of the most fundamental marketing tasks. But the traditional approach to segmentation isn’t all that effective… It typically relies heavily on assumptions and trial-and-error. The marketer must determine – based on previous campaigns, limited data analysis, or business objectives – which customer attributes are most relevant for the campaign in question.  Unfortunately, that means the....

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