“Every segmentation is a huge challenge and many of them fail to live up to expectations, even today. The two biggest issues are:
Time and again, even in 2022/2023, these two issues continue to occur and so a great segmentation remains an elusive game-changer for many organizations.
The Virgin Media O2 SME Audience Segmentation was cognizant of these issues and purposefully designed to avoid them, delivering a segmentation that is actionable and actioned, leading to positive impact on the organization. In this case study we will share the tools and skills we used, including: aligning on a vision, establishing success criteria, creating a great hybrid segmentation, quick and powerful commercial analysis for strategic decision taking, establishing ownership from the outset and enabling organizational behavior change.”
Key takeaways:
Speakers: