Topic: Hyper-personalization versus segmentation: the impact of big data on customer segmentation.
Date: Thursday 13/12/2018
Location: Grote Steenweg 110, 2600 Berchem (Ipsos Office)
Entrance: FREE, only 25 spots available.
Hour: 6.30 PM- 9.30 PM
Cube presents its first Pop-Up Deep dive, a small get together (+/- 25 people) where we deep-dive into a specific topic. Every deep-dive will be guided by opinion leaders who will share their expertise and experiences with you.
In our first pop-up Deep dive we will talk about the impact of big data on customer segmentation. The concept of segmentation is undergoing a massive transformation. New technologies have enabled companies to collect and analyze data at a larger scale to identify and characterize specific individuals. Today, companies can directly get in touch with a specific customer and offer him / her a hyper-personalized and hyper-contextualized product/service experience. It seems that Hyper-personalization has become the outcome of segmentation techniques. It reflects a paradigm shift in the field of marketing, which was previously product centric, but has now become more customer-centric.
However, due to the rise of hyper-personalization, traditional segmentation techniques are perceived as not effective enough to enable organizations to offer personalized solutions at a time when big data has been enabling them to know and understand their customers individually and fulfill expectations in a personalize manner. This raises the question: “what’s the benefit of continuing customer segmentation in a traditional way when technology has paved the way for individual targeting and hyper personalization of customer experiences and offering?”.
The goal of Cube’s first Pop-up deep dive is to tackle this question and give companies a better understanding of the relevance of hyper-personalization and its challenges and limitations.
Questions that will be answered during this masterclass:
- How to fulfill the customer’s demand for individual and unique recognition and receiving personalized attention as well as customized offerings?
- How to refine a company’s targeting strategy to optimize their marketing and communication investments?
- How to cope with the ethical and legal limitations with respect to the use of personal data?
Interested to join this masterclass? Subscribe here
How to get there?
If you are lucky you can park your car on the streets. If not, there is also a parking available in the neighborhood ‘Buurtparking vijfhoek’
Adres: Frans van Hombeeckplein 14, 2600 Antwerpen
By foot from Station Antwerpen – Berchem
By Public transport from Station Antwerpen – Berchem