Segment‐of‐One Marketing: Turning Customer Data into Actionable Information

Abstract

Comments on the importance of communicating with customers and developing a customer bond. Considers the “Segment‐of‐One” marketing strategy which can help track, understand and respond to individual customer behaviour. Illustrates the use of this technique with two examples. Concludes that this style of marketing successfully marries old‐fashioned service values with the benefits of modern technology which together can help build a business customer by customer on an individual, local, regional or national level.

Citation

McQuaid, J.D. (1992), "Segment‐of‐One Marketing: Turning Customer Data into Actionable Information", Journal of Services Marketing, Vol. 6 No. 3, pp. 75-78. https://doi.org/10.1108/08876049210035953