The case reinforces the principles of data-driven customer segmentation, discusses the appropriate criteria for selecting segments, and provides a deeper understanding of the benefits and drawbacks of different approaches to identifying and evaluating segments. The case illustrates how the results of data-driven segmentation may run counter to approaches that rely on “gut feel” or qualitative information alone.
Sawhney, M., Grayson, K., Dupree, P., Hsu, C., Metzger, R., Obuchi, F., Sundaram, A. and Wilson, K. (2017), "Ontela PicDeck (B): Customer Segmentation, Targeting, and Positioning", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000248
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