Franki Chamaki » Blog Archive » Data-driven market segmentation – more effective marketing to segments using AI

We are currently working with a client in the FMCG who is trying to unpack better customer segments or "clusters" in order to engage and market to them better. The problem is we are trying to solve is "How might we find customers that allow for better ROI on marketing initiatives?" Imagine however the ability to segment customers in a totally new way? Discover common needs or characteristics not humanly possible or conceivable? What if we allowed artificial intelligence to apply its own way to "segment" or "cluster" segments?