Dr. Marie Taillard, Director of the Creativity Marketing
Centre at ESCP Europe Business School, and Judy Bayer, Director
Strategic Analytics for Teradata International, recently published
a blog on the
Harvard Business Review suggesting a new approach to
The authors agreed to work on a new type of segmentation based
the combinations of jobs that customers need to get done.
Here's how the "jobs done" segmentation works:
Step #1: Identify the contexts in which customers are
using the company's products.
Step #2: Combine information about transactions and
customer behaviour in the contexts to describe each of the jobs to
Step #3: Map individual customers to jobs, using the
Read more about this blog.
Other blogs from Judy Bayer and Dr. Marie Taillard.