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Segmentation and Data Management

Benefits and goals for the marketing organization

About this paper

The emergence of social media has put responsibility for identifying the right offers for recipients and customers in the hands of companies, transforming mass marketing into one-to-one marketing and mass customization whenever possible. Unfortunately, there is no magic answer for the number of segments that a marketer can create. There are, however, some best practices around the different ways to segment. This paper examines the segmentation techniques of profiling, predictive modeling, customer state vector, event-driven marketing and real-time decisioning and explores how all can be used to achieve the overarching goal of maximizing ROI for the organization and elevating the customer experience.

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