Segment of One – Now it’s Real

“Segment of One” is where every customer in a database of millions can be treated in a different way. Although there’s been buzz about that since at least 1989, true Segment of One is still rare.

This video looks under the hood at the model and approach for a true Segment of One framework, as developed by a very talented team, under the technical leadership of a guy named Ramsu.

Along the way, we describe some fundamental challenges that all marketers face, including the Cold Start Problem, and also Eclipse, and we see how customer genomes can be used, in a Segment of One implementation, to solve both of those problems.