Gartner Research

Drive More Value From Your Customer Data With Segment Migration Analysis

Published: 10 July 2019

ID: G00382414

Analyst(s): Jason McNellis


Prospect and customer segments are still useful for improving marketing planning and measurement, even though newer machine learning algorithms can outperform them for other use cases. Marketing leaders craving a more-data-driven planning approach should apply the three steps in this research.

Table Of Contents
  • Key Challenges



  • Step One: Choose One or More Core Segmentation Schemes
  • Step Two: Conduct a Segment Migration Analysis
  • Step Three: Report on Campaign Results by Segment
  • What to Do Next

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