Parametric at MRA National
Parametric’s principals, Chris Robson and Scott Laing, offered attendees at this year’s MRA National Conference an approach to enhancing the relevance of traditional segmentation research. “Marketers are increasingly attracted to the use of large-scale data assets such as CRM and POS databases, as well as commercial sources like D&B,” Chris told attendees. Rather than producing segmentation models that are purely descriptive personae, they offered an approach to give primary research a central role in program development and targeting. You can find the full presentation here.