Multidimensional segmentation at work: Driving an operational model that integrates customer segmentation with customer management

Abstract

This paper describes a study carried out by the IBM Institute for Business Value focusing on how companies use segmentation. It shows that although segmentation is widely used, there are significant opportunities for companies to improve their approach to segmentation, in particular by adding the time dimension and by expanding the use of segmentation beyond traditional marketing uses. This paper refers to and includes material reprinted by permission from the 'IBM Institute for Business value survey and analysis'. [ABSTRACT FROM AUTHOR]