Bryan Pearson
Exploring the Loyalty Ecosystem with Needs-based Segmentation
Jun 01, 2008 > Executive Column > LoyaltyOne
Analytical marketers must move beyond purchase behavior segmentation in the drive to understand customer groups, argues Bryan Pearson, President and CEO of LoyaltyOne. In addition to understanding the “what” of purchase decisions, marketers must determine the more critical “why” – by tracking consumers’ needs through unfolding life stages and lifestyle changes.