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Customer segmentation is defined as “the process of dividing customers into groups based on common characteristics so companies can market to each group effectively and appropriately.” By using the correct attributes to define the customer segment, it allows companies to identify the right customers for targeted and relevant offers. Those who successfully define and maintain customer segmentation can derive a competitive advantage from the implementation by improving customer experience.

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This is part four in our five part series on the essential capabilities of the competitive data-driven enterprise.

5 capabilities_master data management

Businesses have been deploying enterprise data governance (defining what the data should be) and master data management (ensuring the data is as defined) programs for decades. Even if your company doesn’t have a formal master data management program by name, chances are good that they are doing some form of master data management in your data warehouse, CRM or ERP systems. As the trend towards decentralized data analysis continues to progress we see a few forces in play that make the case for incorporating a master data management capability into your organizational roadmap: Read more

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