Redefining Customer Segmentation Models

​Segmentation is often treated as a static exercise, built on demographics, products, or past value. But people don’t behave statically. Their needs, motivations, and decision patterns change over time. In this session, we explore behavioural-based segmentation as a way to better understand people through how they act, not just who they are.

​We’ll unpack different types of personalities, including spend, interaction, and money personalities, and show how these behavioural signals reveal intent, preference, and change. You’ll learn why behavioural segmentation outperforms traditional approaches like demographic, RFM, or product-based segmentation