A close look at the market segmentation built and implemented in Barclaycard. Whilst lots of segmentation projects deliver brilliant models, only a few can be classified as business successes. While outstanding analytics underpin great models, it typically takes 2-3 weeks to build the model and a lot can go very wrong or well in the remaining 3-4 months of the project. Maciej discusses how to maximise the chance of adopting this fantastic piece of analysis.
- Agreeing objectives and applications up-front
- The importance of planning the business anchors (or applicability tools) in advance
- Promoting and advertising very big marketing projects like segmentation to the entire business