10 November 2009
PA Consulting Group will talk on 'Defining best practice for developing meaningful and actionable segmentation models' at IIR's Customer Segmentation & Intelligence conference on Day One, Tuesday 24 November 2009 (11.10 hrs).
In relation to segmentation strategy, the talk will cover:
evaluating the pros and cons of different models
why and how to combine them
optimising the effectiveness of your strategy
optimising customer data whilst retaining simplicity and flexibility
implementing methods for testing and validating
how reporting on effectiveness can improve your strategy.
Segmentation in theory and practice are very different; an over-complex approach will be difficult or impossible to implement. PA will discuss some of the options and trade-offs that is critical for an operator to consider when approaching segmentation, and its context in the rapidly evolving market for converged packages and new media channels and services.