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DATA FOCUS: Segmenting data - Divide and conquer

We reveal how to successfully segment your company's data to drive sales

Whether due to lack of knowledge, time, budget or planning, many companies fall short of the mark when it comes to targeting the right audience. It is essential that marketers know how to define, segment and target their prospects in order to maximise ROI.

More and more businesses are realising the importance of segmentation – the process of subdividing customers and prospects according to common attributes and to characteristics relevant to the product or service.