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|Session Name:||Using Bespoke Segmentation to Drive Innovation Through Insight|
|Company Name(s):||Wargaming Group, Ltd.|
|Track / Format:||Business & Marketing|
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|Overview:||At its core marketing is identifying, creating and keeping customers profitably. Customer identification is synonymous with the concept of segmentation. A segment is a group of customers with similar needs and/or characteristics. The primary role of the marketing function is to empower the organization with a solid customer segmentation so that it can make informed strategic decisions about targeting, positioning, the communications mix and new product development (NPD). Surprisingly few games companies have this in place. Over the course of 30 minutes, this session will share some examples and show you to create something similar for your organization. Innovation through insight.|