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Segmentation & Deterministic Randomness

“π‘Šβ„Žπ‘Žπ‘‘ πΆπ‘Žπ‘› π‘Šπ‘’ πΏπ‘’π‘Žπ‘Ÿπ‘› π΄π‘π‘œπ‘’π‘‘ π‘†π‘’π‘”π‘šπ‘’π‘›π‘‘π‘Žπ‘‘π‘–π‘œπ‘› π΄π‘›π‘Žπ‘™π‘¦π‘ π‘’π‘  π‘“π‘Ÿπ‘œπ‘š π‘Ž 2005 π»π‘œπ‘Ÿπ‘Ÿπ‘œπ‘Ÿ π‘‰π‘–π‘‘π‘’π‘œ πΊπ‘Žπ‘šπ‘’? 𝐴 π΅π‘Ÿπ‘–π‘’π‘“ π‘‡π‘Ÿπ‘–π‘ π‘–π‘›π‘‘π‘œ π‘‘β„Žπ‘’ π‘ƒπ‘Žπ‘Ÿπ‘Žπ‘‘π‘–π‘ π‘’ π‘œπ‘“ π·π‘’π‘‘π‘’π‘Ÿπ‘šπ‘–π‘›π‘–π‘ π‘‘π‘–π‘ π‘…π‘Žπ‘›π‘‘π‘œπ‘šπ‘›π‘’π‘ π‘ ”.

A segmentation is like a photograph of a solved moment. It depends on the time, the place, and even the computer that produced it. Computers are far less random than we think, so the same data can give a slightly different picture on another run. A segment is only worth using if we can get it back every time, and if we remember that people keep changing and evolving.

This case study was presented at Esomar Connect 2026 – the 12th Edition, β€œThe New Consumer Logic: Hybrid Journeys in a Fragmented World”.

πŸ‘‰ Read the full presentation here:

Segmentation & Deterministic Randomness

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