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Furthermore, 27% said they see no improved business results from segment-driven marketing efforts.
In fact, according to Compete, the most consistent obstacle to successful segment-driven marketing has been identifying the right segments.
This is precisely where behavioral targeting promises to help, since the "right segments" are created by the users and their actions, not imposed on them.
The benefits of improved customer segmentation are fundamental, according to the 568 marketers surveyed by the CMO Council. Better market penetration and growth was cited by 62.7% of respondents, and greater revenue and profitability was mentioned by 52...
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