By Judy Bayer and Dr. Marie Taillard

Dr. Marie Taillard, Director of the Creativity Marketing Centre at ESCP 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 segmentation.

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 be done.

Step #3: Map individual customers to jobs, using the data.

Read more about this blog.

Other blogs from Judy Bayer and Dr. Marie Taillard.