Webinar
Activating Segmentation: From Insight to Action
Join us on Thursday, 23 July at 2pm EDT / 11am PDT for a fireside chat on the challenge segmentation projects never quite crack: the step between having well-defined segments and making them commercially useful.
Mike Moussallem, President of Explorer Research, sits down with Stuart Russell, Chief Strategy Officer at Plinc, to explore how brands are closing that gap, and what it looks like when segmentation is genuinely connected to data, behavior and activation.
What’s on the agenda
Organizations that have invested in consumer, shopper or customer segmentation will recognize the same frustration: solid research, well-defined segments, and a persistent gap between what the business knows and what actually shapes its marketing decisions.
In this discussion, we’ll cover:
- Extending the value of existing segmentation beyond insight into commercial decision-making, and scaling it across the full customer or shopper base.
- Building an activation-ready dataset from what you already have: loyalty data, CRM, transaction history, survey data or partner sources.
- Applying segmentation to a known customer base, analyzing historical behavior, and using predictive models to identify where the next opportunity sits.
- What activation looks like across business models: real-time personalization for retailers and D2C brands; retail media, shopper marketing and category activation for CPG.
This session is for you if:
- You have an existing segmentation that lives in a research report but hasn’t made it into your CRM or data platform.
- Your marketing activity doesn’t reflect what your segmentation tells you about different customers.
- You’re unsure which of your segments represent the greatest commercial opportunity, or where to invest first.
- Personalizing at scale feels out of reach because the data infrastructure isn’t set up to act on what you know.
- You’re working through how to make an existing or planned segmentation commercially useful across CRM, retail media or digital channels.
Can’t wait for the webinar?
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