This report explores the benefits and challenges of segmentation and personas.

It also explains why and how to use market segmentation, communication segmentation, customer segmentation and personas and includes some case studies of segmentation and personas in action.

Econsultancy would like to thank the following professionals for their contribution to this report:

  • Jemma Ahmed, Head of Insights, Badoo
  • Julia Ayling, Head of Research and Insights, Mindshare
  • Jennifer Bader, Senior Marketing Strategist, Act-On
  • Jon Dick, Vice President of Marketing, HubSpot
  • Ben Gott, Analytics Practice Lead, Merkle EMEA
  • Hilary Ingleton, Head of Design, Evaluation and Insight, RNIB
  • Abril McCloud, Director of Content, mParticle
  • Ozoda Muminova, Founder and Director, The Good Insight
  • Greg Schibler, Marketing Analytics Lead, Neustar
  • Katherine Shade, Solutions Director – Usage and Segmentation, Kantar
  • Phu Truong, Director, Clusters

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