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Home » Advanced Analytics » Analytics-fortified personalization or plain vanilla segmentation, the argument continues….
Analytics-fortified personalization or plain vanilla segmentation, the argument continues….

Analytics-fortified personalization or plain vanilla segmentation, the argument continuesCustomers are at the nucleus of the business atom. But, they are not a homogeneous species. Asymmetry in taste, preference and attitude is the ruling principle of the shopper world. As such, organizations always keep their eye on the ball to engage customers in the best possible way. In doing so, they communicate relevant messages to customers through two popular industry practices-segmentation and personalization. The former is a macro level perspective on customers, while the latter is the more intimate one. Segmentation is the art of slicing the whole customer orb into different parts based on specific attributes. If we go down further, we will descend to the lowest point and can establish direct contact with individual shoppers. This is known as personalization. Basically, the whys and the whats for the existence of these two schools of marketing thoughts are same. Only the approaches are different.Please Login or Register to read more.

Ajith Nayar
Ajith Nayar
Director of Marketing at Manthan
As a marketer, I’ve keenly watched the retail and consumer trends for a couple decades. But never has it been more exciting than now. Because everything we used to know about shopping is changing, and fast. As consumers, it’s great to be at the center of this technology-led evolution, becau
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e it’s unfolding in our everyday lives. I’m happy to share my views on related trends and issues. You’ll see me writing on the digitally empowered consumer, shopper behavior and marketing, consumerization of retail, internet of things, analytics technologies, cloud computing and digital marketing. Presently, I’m Director of Marketing at Manthan, a cloud analytics and big data solutions provider, focused on consumer industries. I’d love to hear and learn from your thoughts and experiences too, so please write to me at ajith.nayar@manthan.com. Google+ Profile
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