A Framework for Building Customer Segmentation Models

If someone asked you to describe your customer base or audience, how would you do it? Would you describe a generalized persona? Perhaps a list of demographic features? Or maybe you would list several interests that align with your core mission or brand. While this might seem like an outline …

Segmentation and Discrete Choice Models from Market Research Data

Everyone has heard of “market research” as a way to learn more about the customers for a product or service, but did you know that through data-science-enhanced market research, organizations can potentially save marketing and deployment dollars in the long run? Through methods such as discrete choice modeling and segmentation, …