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Exploring better methods of customer segmentation

David Koerner, Marketing Director, Quisk HQ

I’m a millennial, and occasionally I am asked if Quisk, our open payments service, is designed to target ‘mobile-first millennials’ like me in the countries where we operate. The short answer is no. The long answer is that as a company we don’t believe millennial-specific mobile money products will be particularly successful, either in the marketplace or to a bank’s bottom line.

This is because while millennials may be a useful demographic segment, they aren’t always as useful as a marketing segment — And there’s much better customer segmentation options for marketers and brands…

David Koerner

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