The terms customer segmentation and customer predictive modeling are often used interchangeably when, in fact, they are very different and support different business objectives.

While these marketing functions can certainly be utilized by companies in countless industries, including retail and financial services, this case study presentation will primarily focus on the proven success achieved by iKnowtion with various clients in the automotive manufacturing industry. Specifically, the presentation will discuss the difference between customer segmentation and predictive modeling and outline how organizations should piece together both tools to maximize their marketing investment.

Mike McGuirk, vice president of behavioral sciences at iKnowtion, will deliver illustrated examples for automotive manufacturers, instructing them on occasions where they can leverage either customer segmentation, predictive modeling, or both as part of a comprehensive marketing strategy to generate measurable business results.