Stephanie Meltzer-Paul talks with Tracey Renzullo about how Dunkin' US uses real-time customer data on its mobile app to to segment customers based on such criteria as frequency, recency, and types of purchases. While students typically associate segmentation with demographic factors such as age, gender, and geographic location, Meltzer-Paul elaborates on the fluidity of customer segmentation based on real-time information about customer behavior in a digital context.
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