It is commonly acknowledged that consumer segmentation always remains an ongoing process. This is especially true for HCPs, even for an established market, as the HCPs themselves arrive, leave, move, competitors’ products enter the market, regulations change, to name a few influencing factors. Implementation of machine learning solutions in this context becomes a key asset to stay on top of all evolutions in the market. Even more importantly, even in a static context, it allows identifying complex patterns driving the potential of HCPs and targeting some that had never been considered before. Continue reading “Increase HCP Targeting Accuracy With Machine Learning”
Public data from governmental agencies often come at a low cost. So-called Open Data are even free. Their integration into segmentation projects might look cumbersome for a variety of technical reasons. Nevertheless, the added value in many situations make them a highly valuable complement to most supervised segmentation tasks.