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The Knowledge Guide to Customer Segmentation
Marketers today need to look beyond demographics when considering their segmentation strategy. How your customers perceive and experience your products is often more important than their age and gender, and how you gather and use data around customer attitudes and values is key to success. With the rise of technology, we are seeing many social and cultural norms being broken down and tastes transcending the natural demographic divisions. Answers to key questions around sexuality, style and political affiliations are becoming greyer and greyer, and using demographics as a proxy for needs and behaviour can be risky, and outdated.
Although segmenting your customer base into similar groups is a common practice it has changed a lot in recent times and this guide helps us to understand how and why, and outline the importance of layering demographic, geographic, psychographic and behavioural data to provide a single view of your customers.