The Best Times and Worst Times For Segmentation


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Marketers today struggle with effective segmentation. Classic demographic segmentation fails to capture the nuanced, human side of customers, making it a challenge for brands and retailers to connect with their target audience. However, AI-powered segmentation reveals a nuanced, 360-degree view of customers and prospects, giving companies an advantage in understanding who their audience is.

During this webinar, Forrester principal analyst Brandon Purcell will explain how insights-driven companies are ditching traditional segmentation in favor of personalization based on deep customer knowledge. 

In The Best Of Times and Worst Of Times For Segmentation, you’ll learn:

  • The difference between consumer segmentation and customer segmentation
  • How insights-driven companies are successfully using AI-enabled consumer segmentation
  • Personalization methods you can use to deliver relevant experiences at scale

Speaker: Forrester Principal Analyst Brandon Purcell

Brandon serves Customer Insights Professionals, covering customer analytics and artificial intelligence. His work helps organizations derive meaningful insights from customer data to attract and retain customers, increase customer loyalty and profitability, and inform product development and service delivery. His research agenda includes customer analytics and artificial intelligence strategy, innovation and best practices, skill development, and vendor evaluation.

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