Oranges and Lemons

Making customer segmentation more effective

Many companies invest in analysis that enables them to segment their customer base. How much of what they learn is useful? Frontier�s work with clients suggests that too many businesses build up complicated profiles that tell them little about how customers will react to tailored offerings � often because the focus is on what the business wants to sell rather than what the customer wants to buy.

frontier bulletin - oranges and lemons.pdf

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