In today’s fast-paced business landscape, understanding customer behavior is crucial for driving growth and staying ahead of the competition. According to a recent study by Gartner, companies that use advanced analytics and predictive modeling are 2.2 times more likely to outperform their peers. The traditional approach to customer segmentation, which relies heavily on demographics, is no longer sufficient. With the help of Artificial Intelligence (AI) and machine learning, businesses can now uncover hidden customer segments and gain a deeper understanding of their behavior and preferences. In this blog post, we will explore the benefits of using AI-driven behavioral analysis and predictive modeling to uncover these hidden segments.
Why is this topic important and relevant?
The answer lies in the numbers: a study by Forrester found that 77% of companies believe that personalization is key to driving business growth. By understanding customer behavior and preferences, businesses can create personalized experiences that drive engagement and loyalty. We will dive into the world of AI-driven behavioral analysis and predictive modeling, discussing the benefits, challenges, and best practices for implementation. So, let’s dive in and explore how you can uncover hidden customer segments and take your business to the next level.
When it comes to understanding our customers, traditional segmentation methods often fall short. For years, businesses have relied on demographics like age, location, and income to categorize their customers, but this approach can be limiting. As we here at SuperAGI have seen, customers are more than just their demographic profiles – they have unique behaviors, preferences, and needs that can’t be captured by traditional segmentation alone. In this section, we’ll explore the limitations of traditional customer segmentation and why it’s no longer enough to drive business success. We’ll delve into the evolution of customer segmentation, from demographics to behavioral analysis, and discuss why a more nuanced approach is needed to truly understand and connect with our customers.
The Evolution from Demographics to Behavioral Analysis
The way we approach customer segmentation has undergone significant transformations over the years. We’ve moved from basic demographic grouping, such as age and location, to more complex psychographics, including personality, values, and lifestyle. Today, we’re in the era of AI-powered behavioral analysis, which offers unprecedented insights into customer behavior and preferences.
Let’s take a look at some key milestones in this evolution. In the early days of marketing, demographic segmentation was the primary method used to group customers. This approach wassimple and easy to implement, but it had its limitations. For instance, a study by MarketingProfs found that demographic segmentation alone is no longer sufficient, as it fails to capture the complexities of consumer behavior.
The next major development was psychographic segmentation, which focused on understanding customers’ attitudes, interests, and values. This approach helped marketers create more targeted and effective campaigns. However, it still relied on self-reported data and didn’t account for actual behavior. A notable example of psychographic segmentation is the work done by VALS, a research-based consulting firm that uses psychographic analysis to help businesses understand their customers.
Today, we have AI-powered behavioral analysis, which uses machine learning algorithms to analyze vast amounts of data on customer behavior, including purchase history, browsing patterns, and social media activity. This approach provides a much more accurate and comprehensive understanding of customer preferences and needs. Companies like Salesforce and HubSpot are already using AI-powered behavioral analysis to help businesses create highly targeted and personalized marketing campaigns.
So, why was each of these advancements necessary? The answer lies in the limitations of traditional methods. Demographic segmentation is too broad, psychographic segmentation is too subjective, and both fail to capture the complexities of customer behavior. AI-powered behavioral analysis, on the other hand, provides a highly nuanced and accurate understanding of customer preferences and needs. Here are some key reasons why traditional methods miss crucial insights:
- They rely on self-reported data, which can be biased or inaccurate.
- They don’t account for actual behavior, only stated preferences.
- They fail to capture the complexities of customer behavior, such as context and intent.
According to a study by Gartner, businesses that use AI-powered behavioral analysis are more likely to see significant improvements in customer engagement and loyalty. As we move forward, it’s clear that AI-powered behavioral analysis is the future of customer segmentation. In the next section, we’ll explore the power of AI-driven behavioral segmentation in more detail, including the types of behavioral data worth tracking and how AI identifies hidden patterns and segments.
Why Traditional Segmentation Falls Short
Traditional customer segmentation has long relied on demographic data such as age, location, and income level. However, this approach falls short in capturing the complex and dynamic nature of customer behavior. Companies like Target and Walmart have learned the hard way that demographic segmentation alone is not enough to drive business growth.
A notable example is the story of Best Buy, which in the early 2000s, focused primarily on demographic segmentation to target young, tech-savvy consumers. However, by doing so, they missed out on a significant opportunity to cater to the growing demographic of older, affluent consumers who were also interested in technology. This blind spot led to a decline in sales and market share, until they eventually shifted their focus to behavioral segmentation.
The limitations of traditional segmentation can be seen in the following ways:
- Failure to capture customer intent: Demographic data does not provide insights into why customers are making certain purchasing decisions or what motivates them to engage with a brand.
- Lack of personalization: Traditional segmentation often results in a one-size-fits-all approach, neglecting the unique preferences and needs of individual customers.
- Inability to predict future behavior: By relying solely on historical data, businesses are unable to anticipate changes in customer behavior or identify new opportunities for growth.
According to a study by Salesforce, 76% of consumers expect companies to understand their needs and preferences, and 64% of consumers are more likely to return to a company that offers personalized experiences. These statistics highlight the importance of moving beyond traditional segmentation and embracing more sophisticated approaches that prioritize customer behavior and intent.
By recognizing the limitations of traditional segmentation, businesses can begin to explore more effective and nuanced methods for understanding their customers. In the next section, we will delve into the power of AI-driven behavioral segmentation and its potential to unlock hidden customer segments and drive business growth.
As we move beyond traditional demographics in customer segmentation, we enter a realm where understanding behavior becomes the key to unlocking hidden customer segments. This shift is crucial because, while demographics provide a broad strokes picture of our customers, behavioral analysis dives deeper into their actions, preferences, and needs. With the advent of AI-driven technologies, the capability to analyze and act upon vast amounts of behavioral data has become more accessible and powerful than ever. In this section, we’ll explore how AI-driven behavioral segmentation works, the types of data it utilizes, and how it can identify patterns and segments that were previously unseen. By leveraging AI, businesses can transition from making educated guesses about their customers to making data-driven decisions that resonate with their target audience on a personal level.
Types of Behavioral Data Worth Tracking
When it comes to building a complete customer profile, businesses should focus on collecting a wide range of behavioral data points. These can include website interactions, such as page views, bounce rates, and time spent on site, which can provide insights into customer interests and pain points. For example, Hubspot uses website interaction data to personalize the user experience and offer targeted recommendations.
Purchase history is another crucial data point, as it can help businesses understand customer buying habits and preferences. By analyzing purchase history, companies like Amazon can identify trends and patterns, and use this information to inform product recommendations and marketing strategies. Additionally, content engagement data, such as likes, shares, and comments, can provide insights into customer interests and opinions. This data can be collected through social media platforms like Facebook and Twitter.
Other important behavioral data points include:
- Search queries: What keywords are customers using to find products or services like yours?
- Device and browser data: How are customers accessing your website or online content?
- Location data: Where are your customers located, and how does this impact their buying behavior?
- Social media behavior: How do customers interact with your brand on social media, and what does this say about their interests and preferences?
It’s also important for businesses to consider ethical data collection and privacy considerations when gathering and using customer behavioral data. This includes being transparent about data collection practices, obtaining informed consent from customers, and ensuring that data is stored and used securely. According to a recent study by Gartner, 75% of customers are more likely to trust companies that are transparent about their data practices. By prioritizing ethical data collection and privacy, businesses can build trust with their customers and create a more positive brand experience.
At we here at SuperAGI, we believe that businesses should prioritize ethical data collection and privacy considerations when gathering and using customer behavioral data. This not only helps to build trust with customers but also ensures that businesses are using data in a responsible and sustainable way. By leveraging the power of behavioral data and prioritizing ethical data collection, businesses can create more complete customer profiles, drive personalized marketing strategies, and ultimately drive revenue growth and customer loyalty.
How AI Identifies Hidden Patterns and Segments
At the heart of AI-driven behavioral segmentation lies the ability of machine learning algorithms to detect intricate patterns in customer behavior. These patterns, often invisible to the human eye, can reveal hidden segments that traditional demographic analysis might miss. To achieve this, AI algorithms employ techniques such as clustering, classification, and anomaly detection.
Clustering, for instance, groups customers based on similarities in their behavior, such as purchase history, browsing patterns, or engagement with marketing campaigns. Netflix, for example, uses clustering to recommend movies and TV shows based on viewers’ watching habits. By analyzing these clusters, businesses can identify unique customer segments that share common characteristics, enabling targeted marketing strategies.
Classification algorithms, on the other hand, assign customers to predefined categories based on their behavior. This can include categorizing customers as high-value, medium-value, or low-value based on their purchase history and frequency. Amazon, for instance, uses classification to offer personalized product recommendations, increasing the likelihood of customers making a purchase.
Anomaly detection is another crucial technique used to identify customers who exhibit unusual behavior, such as a sudden increase in purchase frequency or an unexpected change in browsing patterns. This can help businesses detect potential issues, such as fraudulent activity, or opportunities, such as a customer’s increased interest in a particular product.
To illustrate this concept, consider a graph showing customer purchase frequency over time. By applying machine learning algorithms, businesses can identify patterns, such as:
- Seasonal trends: Increased purchases during holidays or summer sales.
- Customer loyalty: Consistent purchases from loyal customers.
- Anomalies: Unusual spikes in purchase frequency, potentially indicating fraud or changed customer behavior.
By analyzing these patterns, businesses can create targeted marketing campaigns, such as offering loyalty rewards or personalized promotions, to capitalize on these insights.
According to a study by McKinsey, companies that use machine learning algorithms to analyze customer behavior see a significant increase in sales, with some reporting up to 20-30% growth. By leveraging AI-driven behavioral segmentation, businesses can unlock hidden customer segments, tailor their marketing strategies, and drive revenue growth.
Case Study: SuperAGI’s Approach to Behavioral Segmentation
At SuperAGI, we’ve seen firsthand the power of AI-driven behavioral segmentation in uncovering hidden customer segments and driving business growth. Our agentic CRM platform is designed to help businesses like yours make the most of their customer data, and we’ve developed a range of tools and techniques to support this process. For example, our AI agents are trained to continuously learn from customer interactions, refining our segmentation models and delivering increasingly precise results over time.
One key way we achieve this is through the use of behavioral signals, which allow us to track and analyze customer actions across multiple channels and touchpoints. This might include data on website visits, social media engagement, email opens, and more. By combining these signals with other data sources, such as demographic information and purchase history, we can build a rich and nuanced picture of our customers’ needs and preferences. According to a recent study by MarketingProfs, companies that use behavioral data to inform their marketing strategies see an average increase of 25% in customer engagement and 15% in sales.
Our platform also includes a range of AI-powered segmentation tools, which use machine learning algorithms to identify hidden patterns and segments in our customer data. These tools allow us to group customers based on shared characteristics and behaviors, and to tailor our marketing and sales efforts accordingly. For instance, we might use our Agentic CRM to identify a segment of high-value customers who have engaged with our brand on social media, and then target them with personalized offers and content.
Some examples of how our AI agents learn from customer interactions include:
- Analyzing customer responses to marketing campaigns, and adjusting our targeting and messaging accordingly
- Tracking customer behavior on our website, and using this data to inform our product recommendations and content suggestions
- Integrating with external data sources, such as social media and review sites, to gain a more complete picture of our customers’ needs and preferences
By leveraging these capabilities, we’ve been able to drive significant business results for our customers, including increased revenue, improved customer satisfaction, and enhanced competitiveness. As we continue to develop and refine our agentic CRM platform, we’re excited to see the impact that AI-driven behavioral segmentation can have on businesses of all sizes and industries. With the right tools and strategies in place, companies can unlock the full potential of their customer data, and achieve greater success in today’s fast-paced and competitive market.
As we’ve explored the limitations of traditional customer segmentation and the power of AI-driven behavioral analysis, it’s clear that understanding customer behavior is key to unlocking hidden segments and driving business growth. However, analyzing past behavior is only half the story. To truly stay ahead of the curve, businesses need to anticipate future customer behavior. This is where predictive modeling comes in – a crucial step in leveraging AI-driven insights to forecast customer actions and preferences. In this section, we’ll delve into the world of predictive modeling, exploring how to move from historical analysis to future prediction, and provide actionable tips on implementing predictive segmentation in your business. By doing so, you’ll be able to proactively tailor your strategies to meet the evolving needs of your customers, ultimately driving revenue growth and customer satisfaction.
From Historical Analysis to Future Prediction
Predictive models are a game-changer in customer segmentation, as they enable businesses to forecast future customer actions based on historical behavioral data. By analyzing patterns and trends in customer behavior, these models can identify potential opportunities and challenges, allowing companies to proactively adapt their strategies. For instance, Salesforce uses predictive analytics to help businesses anticipate customer churn and take preventive measures to retain them.
There are several predictive modeling techniques used in customer segmentation, including:
- Regression analysis: This technique helps predict continuous outcomes, such as customer lifetime value or purchase amount. Companies like Amazon use regression analysis to forecast demand and optimize their supply chain.
- Decision trees: These models are useful for predicting categorical outcomes, such as customer churn or purchase likelihood. Telecoms companies, for example, use decision trees to identify high-risk customers and offer them personalized retention offers.
- Cluster analysis: This technique groups customers with similar behavioral patterns, allowing businesses to tailor their marketing strategies to specific segments. Netflix, for instance, uses cluster analysis to recommend content to its users based on their viewing history and preferences.
Successful predictions can lead to significant business growth, as companies can proactively respond to changing customer needs and preferences. For example, Walmart used predictive analytics to anticipate a surge in demand for certain products during the COVID-19 pandemic, allowing them to stock up and meet customer needs. Similarly, Cisco used predictive modeling to identify potential customers for their new products, resulting in a 25% increase in sales.
According to a study by MarketingProfs, companies that use predictive analytics are 2.5 times more likely to experience significant revenue growth. Furthermore, a report by Forrester found that predictive analytics can help businesses reduce customer churn by up to 30%. By leveraging predictive modeling techniques and historical behavioral data, businesses can unlock new opportunities for growth and stay ahead of the competition.
Implementing Predictive Segmentation in Your Business
Predictive segmentation is a powerful tool for businesses to anticipate future customer behavior and stay ahead of the competition. To implement predictive segmentation effectively, companies should follow a structured approach. Here’s a step-by-step framework to get started:
- Data Preparation: Gather and preprocess relevant customer data, including demographics, behavior, and transactional information. Ensure data quality, handle missing values, and normalize the data for modeling.
- Model Selection: Choose a suitable predictive model based on business objectives and data characteristics. Popular options include Random Forest, Logistic Regression, and Support Vector Machines. Consider using tools like SuperAGI for automated model selection and hyperparameter tuning.
- Testing and Validation: Split the data into training and testing sets to evaluate model performance. Use metrics like accuracy, precision, and recall to assess the model’s effectiveness. Validate the model on a holdout dataset to ensure its generalizability.
- Continuous Refinement: Predictive models are not set-and-forget solutions. Regularly update the model with new data, retrain, and revalidate to maintain its accuracy and relevance. Monitor performance metrics and adjust the model as needed to address concept drift and changing customer behaviors.
Common challenges in implementing predictive segmentation include data quality issues, model interpretability, and overfitting. To overcome these challenges, businesses can:
- Implement data quality checks and ensure data consistency across different sources.
- Use techniques like feature importance and partial dependence plots to interpret model results and identify key drivers of customer behavior.
- Regularly monitor model performance and retrain the model with new data to prevent overfitting and adapt to changing customer behaviors.
According to a study by Gartner, companies that use predictive analytics are more likely to experience significant improvements in customer satisfaction and revenue growth. By following this framework and addressing common challenges, businesses can unlock the full potential of predictive segmentation and drive more effective customer engagement strategies.
Now that we’ve explored the power of AI-driven behavioral segmentation and predictive modeling, it’s time to put these insights into action. In this section, we’ll dive into the strategies for activating hidden customer segments with personalized approaches. By leveraging the rich behavioral data and predictive analytics discussed earlier, businesses can tailor their marketing efforts to resonate with each unique segment. Research has shown that personalized marketing can lead to significant improvements in customer engagement and conversion rates. Here, we’ll discuss how to achieve personalization at scale, measure the impact and ROI of these efforts, and provide actionable tips for implementing effective strategies that drive real results. By applying these strategies, businesses can unlock the full potential of their customer base and drive long-term growth.
Personalization at Scale
Personalization at scale is a game-changer for businesses looking to connect with their customers on a deeper level. With the help of AI, companies can now tailor their marketing efforts to thousands or even millions of customers simultaneously, without sacrificing efficiency or effectiveness. One key technology driving this capability is dynamic content, which allows businesses to create customized messages, images, and offers for individual customers based on their unique preferences, behaviors, and demographics.
For example, Netflix uses AI-powered recommendation engines to suggest personalized content to its over 220 million subscribers. By analyzing user behavior, such as watch history and search queries, Netflix can provide tailored suggestions that increase user engagement and satisfaction. Similarly, Amazon uses machine learning algorithms to offer personalized product recommendations, resulting in a significant increase in sales and customer loyalty.
Automated marketing campaigns are another area where AI enables personalization at scale. By leveraging customer data and behavioral insights, businesses can create targeted campaigns that resonate with specific segments or even individual customers. For instance, HubSpot uses AI-driven marketing automation to help businesses personalize their email campaigns, resulting in a 14.3% increase in open rates and a 10.4% increase in click-through rates, according to a study by HubSpot.
- 75% of consumers are more likely to make a purchase if the brand offers personalized experiences, according to a study by Forrester.
- 80% of marketers believe that personalization has a significant impact on customer satisfaction, according to a survey by Marketo.
- 60% of consumers are more likely to return to a brand that offers personalized experiences, according to a study by Accenture.
These statistics demonstrate the power of personalization at scale, and how AI can help businesses achieve impressive results by tailoring their marketing efforts to individual customers. By leveraging technologies like dynamic content, recommendation engines, and automated marketing campaigns, companies can create personalized experiences that drive customer engagement, loyalty, and ultimately, revenue growth.
Measuring Impact and ROI
To determine the success of behavioral segmentation and personalization efforts, it’s essential to establish a framework for measuring impact and ROI. This involves tracking key performance indicators (KPIs) such as conversion rates, customer lifetime value, and customer retention rates. For instance, a study by MarketingProfs found that personalized emails have a 29% higher open rate and a 41% higher click-through rate compared to non-personalized emails.
Some other crucial KPIs to track include:
- Segment engagement metrics: Monitor how different segments respond to personalized campaigns, such as email open rates, click-through rates, and social media engagement.
- Customer journey metrics: Track the customer’s progression through the sales funnel, including time-to-purchase, purchase frequency, and average order value.
- Return on Ad Spend (ROAS): Measure the revenue generated by each segment compared to the cost of advertising to that segment.
To ensure continuous optimization, it’s vital to implement testing methodologies such as A/B testing and multivariate testing. These methods allow you to compare the performance of different personalization strategies and identify areas for improvement. For example, HubSpot reports that A/B testing can lead to a 10-20% increase in conversion rates.
Companies like Amazon and Netflix have achieved significant ROI through advanced segmentation. According to a report by McKinsey, Amazon’s personalized product recommendations account for 35% of the company’s sales. Similarly, Netflix’s personalized content recommendations have led to a 75% reduction in customer churn.
To achieve similar results, consider the following approaches for continuous optimization:
- Regularly review and refine segments: Ensure that segments remain relevant and effective over time.
- Use machine learning algorithms: Leverage algorithms like clustering and decision trees to identify complex patterns in customer behavior.
- Integrate with customer feedback: Collect feedback from customers to gain a deeper understanding of their needs and preferences.
By adopting a data-driven approach to measuring impact and ROI, businesses can unlock the full potential of behavioral segmentation and personalization, leading to increased revenue, customer satisfaction, and long-term growth.
As we’ve explored the potential of AI-driven behavioral analysis and predictive modeling in uncovering hidden customer segments, it’s essential to consider what the future holds for customer segmentation. With the increasing availability of data and advancements in technology, businesses are poised to revolutionize their understanding of customer behavior. In this final section, we’ll delve into the ethical considerations and privacy compliance that come with leveraging AI-driven segmentation, as well as provide guidance on getting started with this powerful approach. By understanding the future of customer segmentation, businesses can unlock new opportunities for personalization, growth, and customer satisfaction, ultimately staying ahead of the curve in an ever-evolving market landscape.
Ethical Considerations and Privacy Compliance
As we dive into the world of advanced customer segmentation, it’s essential to consider the ethical implications of leveraging behavioral data. With the help of AI-driven tools like those offered by SuperAGI, businesses can uncover hidden patterns and segments, but this also raises concerns about privacy, transparency, and responsible AI use.
A key aspect of ethical customer segmentation is ensuring compliance with regulatory frameworks like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). These laws require businesses to be transparent about data collection and use, and to provide consumers with control over their personal information. For instance, a study by Deloitte found that 73% of consumers are more likely to trust a company that is transparent about its data practices.
To maintain compliance while leveraging behavioral data, businesses can take several steps:
- Implement data minimization practices, collecting only the data necessary for segmentation and analysis
- Use secure and compliant data storage solutions, such as those offered by Salesforce
- Provide clear and concise opt-out mechanisms for consumers who do not want their data used for segmentation
- Regularly review and update data governance policies to ensure they align with evolving regulatory requirements
Additionally, businesses can leverage AI in a responsible and transparent way by:
- Using explainable AI models that provide insight into decision-making processes
- Implementing human oversight and review mechanisms to detect and prevent biases
- Continuously monitoring and evaluating AI systems for potential ethical concerns
By prioritizing ethics and compliance, businesses can build trust with their customers and maintain a competitive edge in the market. As noted by a report by Forrester, companies that prioritize customer trust and transparency are more likely to see long-term growth and success.
Getting Started with AI-Driven Segmentation
To get started with AI-driven behavioral segmentation, businesses should consider several key factors, including technology, team structure, and a phased approach to implementation. From a technology perspective, it’s essential to choose a platform that can handle large amounts of data and has built-in machine learning capabilities. For example, Salesforce offers a range of tools, including its Einstein Analytics platform, which uses AI to uncover hidden insights in customer data.
In terms of team structure, businesses should assemble a team with a mix of skills, including data scientists, marketers, and sales professionals. This team should work together to define the goals and objectives of the AI-driven behavioral segmentation initiative and develop a clear roadmap for implementation. According to a study by Gartner, companies that have a dedicated analytics team are more likely to see a significant return on investment from their analytics initiatives.
A phased approach to implementation is also crucial. This involves starting with a small pilot project, testing and refining the approach, and then scaling up to larger groups of customers. Here are some steps to consider:
- Phase 1: Data Collection and Integration – Collect and integrate data from various sources, including customer interactions, transactions, and social media.
- Phase 2: Segmentation and Modeling – Use machine learning algorithms to segment customers based on their behavior and develop predictive models to anticipate future behavior.
- Phase 3: Personalization and Activation – Use the insights gained from the segmentation and modeling phases to develop personalized marketing campaigns and activate the targeted customer segments.
By following these steps and considering the technology, team structure, and phased approach to implementation, businesses can unlock the power of AI-driven behavioral segmentation and gain a deeper understanding of their customers. As we here at SuperAGI continue to innovate and push the boundaries of what is possible with AI, we encourage businesses to embrace these advanced techniques and start their journey towards more effective customer segmentation and personalized marketing. With the right approach, businesses can drive significant revenue growth, improve customer satisfaction, and stay ahead of the competition.
In conclusion, our journey beyond traditional demographics has revealed the immense potential of AI-driven behavioral analysis and predictive modeling in uncovering hidden customer segments. We’ve seen how these advanced techniques can help businesses like yours anticipate future customer behavior, activate dormant segments, and drive growth. As we move forward, it’s essential to remember that customer segmentation is no longer just about demographics, but about understanding the complex behaviors, preferences, and needs of your target audience.
Key Takeaways
To recap, the key takeaways from our discussion include:
- AI-driven behavioral segmentation helps identify high-value customer segments that may have gone unnoticed using traditional methods.
- Predictive modeling enables businesses to anticipate future customer behavior and make informed decisions.
- Personalized strategies can be used to activate hidden segments and drive revenue growth.
As you consider implementing these strategies, remember that the future of customer segmentation is all about leveraging cutting-edge technologies like AI and machine learning to gain a deeper understanding of your customers. According to recent research, companies that use AI-driven customer segmentation have seen an average increase of 25% in revenue. To learn more about how you can harness the power of AI-driven customer segmentation, visit Superagi.
So, what’s next? We encourage you to take the first step towards unlocking the full potential of your customer base. Start by exploring AI-driven behavioral analysis and predictive modeling tools, and discover the hidden segments that can drive growth and revenue for your business. With the right strategies and technologies in place, you’ll be well on your way to creating a more customer-centric approach that sets you apart from the competition. Don’t miss out on this opportunity to stay ahead of the curve and drive business success. Visit Superagi today to learn more and get started on your journey to uncovering hidden customer segments.
