Stay ahead with **value impact segmentation**

Why would you still need to put people/customers into buckets if personalisation is possible?

Some wonder if segmenting custsomers is still a good thing to do as at the one hand there is a lot of diversity, while at the other hand divisions between e.g. customer types, let alone generations, gender, ethnicity are blurring. ​ Plus, individual targeting is an easy thing to do these days. ​

Boobook's persona platform

(I would show this very quickly so readers get teased very quickly, and then continue with to develop such persona, more than just fancy AI. What do you think?)

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When will Victor & Maria make impact? If generated from a Value Needs driven segmentation based on three key pillars working in harmony:

1) Stakeholder buy in

2) Reliable analysis

3) Use case led activation

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( qual inbouwen, als duidelijk onderdeel van create personas ) AI hier moeten vermelden: bij create personas denk ik.

Value of qual for testing the waters and deep-diving quant results

talking to internal stakeholders

talking to customers/ prospects

talking to internal teams for activation

Activation strategies that really work.

Combo of activation tools as you listed, and mentioning that they should all be centered around use cases stakeholders can relate to, almost on a daily basis. So not only strategic, but also practical. Value driven needs segmentation succeeds when three key pillars work in harmony​:

• Stakeholder buy-in​
• Reliable analysis​
• Activation​

idea: ensuring insight lands throughout the business; via podcast summaries, one-pagers, and in-person debriefs that reach from marketing team meetings to car radios of senior staff members.

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