Data Driven Segmentation:
Making Anonymous Audiences Addressable
Customer segmentation lies at the foundation of marketing. Before we can target prospects with relevant offers, before we can personalize our customers’ digital experiences — we have to be able to accurately segment our audiences. Data-driven segmentation allows you to move beyond simple rules-based segments by harnessing the power of machine learning to use the full depth and breadth of your data to derive customer segments. Learn how to use clustering and classification algorithms to create more accurate, less fragile segments — and get an introduction to several potential use cases.