Ontela PicDeck (B): Customer Segmentation, Targeting, and Positioning

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

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.

Keywords

Citation

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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Kellogg School of Management

Copyright © 2015, The Kellogg School of Management at Northwestern University

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