Double Down on the Most Valuable Customers

Leveraging data science to define your ideal customer profile (ICP)

In Seizing the Low-Hanging Fruit in Business with Data Science, I mentioned that companies would gain tremendous growth opportunities by cutting back on underperforming initiatives. Across industries, these failing initiatives start with the wrong audience. For example, if a gadget startup tries to win over conservative consumers, its campaigns will yield little returns.

Discovering the ideal customer profile (ICP) is often more challenging than anticipated. Having interviewed hundreds of …

business business strategy customers customer-segmentation data analytics data science