Customer segmentation – groupings based on interest, purchase frequency, and various other buying behavior – helps marketers understand the characteristics of their key customers, allowing them to determine how to retain loyal customers and attract new ones. In this conversation between retailer Gumps CEO Shelly Nandkeolyar, PivotLink CMO Joe Dalton and Retail TouchPoints President Andrew Gaffney, the participants discuss the importance of customer analytics for the creation of precise, targeted segments in order to improve the effectiveness of marketing and sales initiatives.
As Nandkeolyar states in the session, “At the end of the day you want to manage your marketing cost to each segment in a profitable way so you continue to keep them contributing to your overall performance and profitability, while at the same time keeping them involved and engaged in the brand.”
To view the recorded archive of this webinar, click here.
