Why Segmenting (Pt. 2)

My thinking about segmentations went on. I became less critical when seeing it from the brand portfolio perspective. Obviously "campaign idea type of planning" has not awfully much to do with portfolio strategy decisions (for which segmentations seem to be quite helpful:-)

Nevertheless, there are still serious issues with the generation of a concrete segmentation model and the data behind it!

Please check out these very interesting pdfs on the latter topic!