The Segmentation Paradigm
From demographic guessing to behavioral measurement
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01 / DEMOGRAPHIC SEGMENTATION
Static profile attributes & static assumptions
02 / BEHAVIORAL SEGMENTATION
Live user activity streams & mathematical distance
EVOLVE
STREAM
STANDARDIZE
CLUSTER
AGE
GENDER
BROAD ASSUMPTIONS
MANUAL PERSONAS
THE SHIFT
ANNUAL INCOME
SPENDING SCORE
STANDARD SCALER
K-MEANS
UNSORTED COHORTS
Overlapping, static guesses
MATHEMATICAL COHORTS
C1: HIGH VALUE
C2: CHURN RISK
C3: LOYALIST