The What, Why and How of Segmentation
In this episode of PragmaticLive, Rebecca Kalogeris, vice president of marketing, and Mark Stiving, pricing expert and Pragmatic Marketing instructor, discuss one of the most powerful and complex concepts facing product teams today: segmentation.
They examine exactly what segmentation is, as well as the challenges that arise when grouping people into a commonality when they act differently or we act on them differently. Key concepts for making segmentation work, including recent examples from Subaru and REI, are also highlighted.
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