John Kershaw holds the role of Senior Business Analytics Advisor for SAS Australia; a Member for the Statistical Society of Australia and a range of industry relevant groups covering both analytics and customer intelligence. John’s key area of expertise covers the application and associated rigour of experimental design within the development and evaluation of marketing tests and campaigns. As an Applied Statistician of over 25 years standing he has worked with numerous organisations in developing and implementing bespoke customer, market and attitudinal segmentation systems.
I recall that in the not too distant past customer segmentation, in its many guises, was once a flavour of the times. Segmentation was (and still is) however, a greatly misused term, with organisations confusing the (correct) approach of offering a strategic view of a customer base with the more
