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Death to buckets! Toward more advanced and profitable segmentation
We bemoan our leaky retention buckets - perhaps the problem is we insist on putting donors in buckets. Whether RFM, active versus lapsed, or chronic non-responders, we insist on bucketing people using only transactional information. There's a better way. Doug Kaczmarek, SimioCloud leader and Moore's Chief Data Officer, takes you through the wealth of demographic, behavioral, psychographic, and zero- and first-party data that can inform your selections and customizations, making bucket-based segmentation a relic.

Sep 29, 2020 02:00 PM in Central Time (US and Canada)

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