Segmentation works in very stable companies. But when you're dealing with unstable environments, or rapidly morphing environments, segmentation really doesn't make a Hell of a lot of sense. And I don't think in segmentation literature they make that distinction. I was struck by this because it seems somewhat contradictory to what we're hearing from other folks who are emphasizing this as an absolute key to moving your business forward. I really don't know if we've found a way to leverage this segmented knowledge.
Banks are a good example.
Well, I think the intentions are correct. I don't think so. Because if you want to do a clickstream analysis in real time, or real-time personalization, it's not doable today. The technology just isn't there. But, again, personalization and customization, they're hyping it much more than they can deliver.