There are different approaches to making a puzzle. Some people put together all the edges and then fill in the middle. Some start in a corner and work their way outwards. Others first piece together aspects of the image that are recognisable and then link them all up. Inevitably, with persistence, the whole picture comes together, regardless of the method. Consumer interactions with your enterprise are a bit like puzzle […]
What is Segmentation? How do you target certain elements of your customer database as part of a strategic campaign? The best way is by using segmentation. A segment is a group of customers with similar characteristics, perhaps they react the same way to an offering, spend the same amount or have similar preferences. Segmentation can be based on a variety of indicators including behaviour, loyalty, location, demographics, psychographics and transactional […]
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