Professor Sara Dolnicar is an Australian Research Council Laureate Fellow, author and Tedx speaker with deep expertise in segmentation.

In this episode, Sara explains why segmentation is essential in marketing strategy, and why it has been missed by many practitioners.

She also discusses the techniques of creating segmentation via data analysis, while comparing the process to those used within the practical constraints of many smaller businesses.

This episode includes a case study walkthrough where segmentation is applied to a hypothetical software application.

If you want to learn more after listening to this episode be sure to check out these free resources:

* The book, Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful

* The Market Segmentation Analysis course

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