On what basis do you set limits to your target segmentation ? A - TopicsExpress

On what basis do you set limits to your target segmentation ? A recent article on Big Data by Harvard Business Review proposes to contrast value-added (…) segmentation with harmful discrimination. It asks what you should you do if, for example, you find out out its more profitable to deal with complaints from Asian-American women rather than African-American ones ? Would you blindly rely on cost-effectiveness analysis and treat those customers differently ? Or would you consider uncertainty regarding future behaviors, and/or values from your corporate culture ? Did you know that, for example, public statistics in France are race-blind, for political reasons ? Its because the Republic is not supposed to be able to discriminate citizens on such a basis. It sounds honorable, but in return you cant properly analyze inequality fostered by such criterion... As HBR says : Big Data, Big Dilemmas ! blogs.hbr.org/2014/01/big-datas-dangerous-new-era-of-discrimination/

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