Kevin Shaney and Adarsh Jain co-wrote this article with Jay Lichtenstein.


Customer segmentation has been and will continue to be an essential element of a marketer’s toolkit. When marketers focus on business acumen, integrated data inputs and cutting-edge tools, they can create segmentation that gives them a highly effective way to meet the specific needs of different customers. Read the whitepaper to understand the factors that build better segmentations and a case study that illustrates a pharmaceutical company’s successful approach to segmentation.