Segmentation is useless without action. In this week's partner podcast, Shiny New Object, Ruggable's Kajal Patel explains how to turn customer data into decisions that actually drive value.

Brands make the mistake of using numbers and segments without following through to decision making that makes a difference. Kajal Patel, Insights Manager at Ruggable, specialises in turning predictive analytics into real commercial decision making.

Her shiny new object is customer segmentation to predictive LTV (lifetime value). Kajal explains how important segmentation can be, but also its subtleties: it's about having meaningful cohorts where they behave so differently that a brand needs and wants to interact them differently. Marketers should move away from segmenting based on demographics or personas, and instead look at behaviours and interactions to get the most out of their customer data.

Kajal also explains how this relates to predicting a lifetime value for customers (in other words, the profitability of this customer to your organisation. "LTV isn't just a number, it's a prioritisation too," she tells us.

Tune in to the full episode to understand more about the use of customer segmentation and predictive LTV and get other top data driven marketing tips from Kajal.