Paul Carney | Managing Director | Bonamy Finch |
Strong, relevant audience segmentation is the cornerstone of any successful growth strategy. Do it right, and you’ll have happy customers, boost profitability and gain a competitive edge. Do it wrong, and you risk wasting valuable time, money and resources. Paul Carney, Managing Director of Bonamy Finch, will explain what good segmentation looks like.
"We've actually found that it's often hard for our clients to articulate this," says Paul.
"Segmentation is a programme, not a project. Where many insights projects have specific, targeted, tactical uses, segmentation rarely does. It is a big piece of work that requires a large amount of planning and preparation to be effectively rolled out and have impact."
In this session, you'll hear glean expert leanings from over 1,500 segmentation studies.