Segmentation: Steering Through the Minefield

Jasmine Butler Burnham

Marketing Manager

The Financial Services Forum

Segmentations promise to maximise customer value and satisfaction by targeting customer groups with the most appropriate propositions. But do they deliver? Dr ERAN HERMELIN reveals why segmentations can frequently leave stakeholders frustrated and confused.
The final published article is available in PDF format via the “Download” button above.

Previous article

Bring on the Gymnasts

Next article

Who’s chasing Aleksandr Orlov

Get access to valuable thought leadership from the financial services marketing industry

Keep up-to-date with current trends and changes across marketing and financial services is vital in this fast-moving business environment.