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Designing a Successful Segmentation Platform

Segmentation research is valuable, and can be essential, to a brand’s success. It’s also a unique type of research, with different considerations and advantages compared to other research efforts, and it has distinct pitfalls.

Understandably, some marketers wince at segmentation owing to a past segmentation study that fell short or failed. Valuable time and resources were squandered on a program that didn’t reach its full potential or never even got off the ground.

In this paper, we examine the critical bookends to a research program and how to ensure all the steps in between align.

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