‘Segments of One’ – myth or reality?

‘Segments of One’ – myth or reality?

How many segments is too many? At some point we always have this conversation. Clients usually find 4 too few and 12 too many (leave aside that it’s not about how many but rather how you prioritise). So the spectre of ‘segments of one’ leaves us scratching our heads – an existential crisis for those of […]

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The Barriers to Effective Segmentation

The Barriers to Effective Segmentation

Three common pitfalls that bedevil segmentation projects For a marketing framework that conceptually makes so much sense, and promises so much, segmentation is a very polarising tool. Great as a concept, but fraught with practical pitfalls. How many of these projects lie ‘gathering dust’ – occasionally remembered but never the catalyst for the business change […]

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