This episode of the 'Hello $FirstName' podcast consists of an audio book chapter. The episode was supposed to be a discussion of Chapter 6, but due to unforeseen circumstances - we'll launch yet another chapter before we head into discussions of the two. INSIGHTS PART 1: SEGMENTS How are segments built? Turning segments into personas Methods of segmentation Advanced segmentation – behavioural clusters Value-based segmentation Using value-based segments to optimize paid media spend The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.