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GDC + VRDC 2019 Session Scheduler

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Using Bespoke Segmentation to Drive Innovation Through Insight

Al King (Global Brand Director, Wargaming Group, Ltd.)

Location: Room 3005, West Hall

Date: Thursday, March 21

Time: 2:00pm - 2:30pm

Pass Type: All Access, GDC Conference + Summits, GDC Conference - Get your pass now!

Topic: Business & Marketing

Format: Session

Vault Recording: Video

Audience Level: Intermediate

At its core marketing is identifying, creating and keeping customers profitably. Customer identification is synonymous with the concept of segmentation. A segment is a group of customers with similar needs and/or characteristics. The primary role of the marketing function is to empower the organization with a solid customer segmentation so that it can make informed strategic decisions about targeting, positioning, the communications mix and new product development (NPD). Surprisingly few games companies have this in place. Over the course of 30 minutes, this session will share some examples and show you to create something similar for your organization. Innovation through insight.


Attendees with learn how to create a bespoke segmentation solution for their organization and how to apply it to marketing strategy in order to improve targeting, positioning, comms effectiveness, acquisition, retention and ROI.

Intended Audience

This session is aimed at marketing, sales, commercial and publishing professionals with solid business credentials who are looking to got to, or take their business to, the next level.