Customer segmentation using Big Data



One of the benefits of data and big data is that it enables greater understanding of the customer and allows the enterprise to create multi dimensional segmentation models. Prior to this data being available the best way to segment the customer was to create generic personas and then create strategies based upon these. Personas although valuable are very generic and generally do not incorporate known life stage, aspirational and preferential desires of the customer. By collecting information based on known internet behaviour we are now able to create a multi dimensional models which should give greater customer understanding and enable future investment in products and technologies which will satisfy known desires rather than perceived.

Author: Steve Wakefield

Steve Wakefield is an experienced Innovator presently based in London.

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