Case

TiVo Segmentation Analytics

Author(s)

Moran Cerf

ThinkAlike, a fictitious marketing consulting firm, was asked by TiVo to segment the market for its new digital video recorder (DVR) product. Students are asked to analyze realistic data and generate segments that will be useful for TiVo’s marketing strategy.

Date Published: 01/25/2016
Discipline: Marketing
Key Concepts: Customer Data, Data Analytics, Innovation, Market Analysis, Market Research, Marketing, Segmentation
Citations: Cerf, Moran. TiVo Segmentation Analytics. 5-414-753 (KEL932).
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