Creating actionable and engaging segmentation models is part science and part art, ideally producing a mathematically sound and easily explainable model. To avoid the overwhelm (and myriad technical problems) of too many variables, we drew on various sources to tackle two key questions that helped us streamline our approach and create a solid, actionable – and, dare I say, fun – segmentation model faster than you can say “factor analysis.” All set to music, of course.
