Without question, the worst analytical results are those that are never acted upon. Imagine a company that invests significant capital (both human and financial) into an analytics project. Afterwards, the insights are ignored and never used to drive a decision. Why does waste like this occur regularly?
“You don’t sell a product or service—you sell value.” Salespeople often hear that piece of advice, and for good reason: The value that each customer sees in a product or service is different—and so is his or her willingness to pay for it. Segmentation reveals how much various types of customers (eg, by geography, sales channel, etc.) will pay for your offering.