Category: Marketing

We’ve discussed marketing data science principles before, and now I’d like to walk through the segmentation process in a more structured way. At first glance, segmentation seems straightforward—just categorize prospects based on visible traits. In reality, it’s a nuanced exercise in identifying

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Journey orchestration is the process of managing and optimizing customer experiences across all touchpoints, channels, and stages of their interaction with a brand. While the concept itself isn’t novel, I recently revisited it through a talk by Ray Gerber, whose perspective on

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