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Research Details

TiVo Segmentation Analytics

Abstract

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.

Type

Case

Author(s)

Moran Cerf

Date Published

07/14/2016

Citations

Cerf, Moran. TiVo Segmentation Analytics. Case 5-414-753 (KEL932).

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