Customer segmentation is a proven insights tool that can produce fresh views of the marketplace, guiding brands to strategic innovations. It’s not necessary to understand each consumer. Understanding like-minded groups of consumers is more than adequate and much more feasible.
As market-level marketing mix models begin to feel outdated, not up to the task of guiding precision targeted marketing campaigns, and as attribution models are increasingly threatened, we see highly granular marketing mix models as a fresh solution.
We recently published a report with MASS Analytics which looks at an advertiser’s journey to customer-segment marketing mix models and provides key takeaways for how any brand can take this path to better align measurement and customer strategy — and more effectively deploy their marketing resources.
Click here to download from Mass Analytics: Uncover Opportunity In the Diversity of Your Consumers – One Advertiser’s Journey To Customer-Segment Marketing Mix Models