Step-by-Step Customer Segmentation for Personalized Marketing
January, 2013, By Pini Yakuel, CEO of Optimove
In the old days, companies sent the same marketing campaigns to all of their customers. Later, marketers began to understand that even simple grouping of their customers allowed them to run more relevant, effective and profitable campaigns. More recently, sophisticated marketers and retention experts – particularly in Internet companies – have discovered that applying the latest technologies to this challenge delivers far more targeted (and profitable) campaigns.
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