April 18, 2019

Segmentation pitfalls part 3: the ‘fixed entity’-fallacy

One of the most widely used marketing tools is segmentation. Segmentation seems, at first sight, self-evident: people differ in their behaviour and preferences. It has, however, […]
March 26, 2019

Segmentation pitfalls part 2: the heavy buyer fallacy

One of the most widely used marketing tools is segmentation. Segmentation seems, at first sight, self-evident: people differ in their behaviour and preferences. It has, however, […]
March 18, 2019

Segmentation pitfalls part 1: the exaggeration fallacy

One of the most widely used marketing tools is segmentation. Segmentation seems, at first sight, self-evident: people differ in their behaviour and preferences, so you should […]
September 10, 2018

You had me at hello part I: creating better data visualisations

Data visualisations often need a lot of thinking or explanation before you really understand them. They are like sudoku puzzles: some hints are given, but you […]