Nucleus: Divide your clients by bytes, not segments

Client segmentation in the digital age

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The future is here, and it's time to ignore how much clients have and focus on how much they see their screens and not you, writes Nucleus' Barry Neilson...

Growing up in Fife, apart from religiously tuning into the John Peel show, my experience as a consumer of music was limited to what I could buy in a tiny independent shop in a dark back street containing racks of vinyl records personally chosen by the two old hippies of dubious musical taste who worked there. Wind the clock forward 25 years and I can log onto Amazon and purchase a far greater range of music from that era than I was able to access at the time. This progression recognises that customers increasingly want a personalised service and that individuality counts. Nobody...

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