Video: Guide to Narrative Segmentation

 How to build a segmentation that drives growth?

Most businesses know segmentation matters. In fact, 81% say it is critical for growth. But only a quarter believe their current segmentations are effective.

Too many segmentations are built around broad customer types, demographics, or past behaviour. These can be useful, but they often stop at describing who people are or what they have done before. They do not always explain why people make decisions, what might change their minds, or how they are likely to behave in the future.

For a segmentation to be useful, it needs to help businesses make better decisions. It should help teams focus strategy, improve marketing ROI, increase retention and loyalty, and identify where growth is most likely to come from.

In a new video from Irrational Agency we will explore how behavioural science and a narrative approach can help you build segments you can trust. We discuss how narrative segmentation can capture the conscious and subconscious perceptions that drive purchase decisions, and how these deeper drivers reveal the triggers and barriers that shape customer journeys and influence the choices people make.

Watch the webinar now!