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Sunday, January 18, 2015

Science and Art of Segmentation

A favorite topic.  Segmentation.  Classically a large amount of analytical effort in CPG  has been put into this topic. Is it science or art?   It is, both I agree.  But the specifics of this art and how it interacts with design or management decisions are often hard to describe.  Should it continue that way since we now have much more data?   What are the implications?

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