Ep. 113 | The New Customer Segmentation with Forrester’s Brandon Purcell

This week Brandon Purcell, Principal Analyst at Forrester Research for customer analytics and artificial intelligence, joins Allison Hartsoe in the Accelerator to talk about customer segmentation. Brandon has seen a collision of customer segmentation schemes between traditional consumer research segmentation and company-owned customer segmentation.  Learn why it is difficult to take action on traditional customer segmentation and how you should think about segmentation now.  

"When people talk about segmentation, they could really mean two different things: traditional consumer research or customer data analytics."

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