Multi dimension customer segmentation and what can you expect from each data type

What’s better for clustering your audience/users, using Behavioral or Demographic variables?  This is a hot topic since the first websites came along. Since I remember companies use to segment their clients and potencial clients mostly using a Demographic criteria, which means grouping people into groups based on age, sex, income, occupation, religion, race, etc. Historically those variables are classified into Hard, Soft and moment referred ones. 1- Hard Variables: The Hard Variables are the ones that normally never change like the birthdate or name. 2- Soft Variables: The Soft Variables are those that can change from time to time, like level of education or income. 3-

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What are Flow Scorecards and why are way better than regular ones

Scorecards are a semi-standard structured type of report, supported by proven design methods and automation tools, that can be used by managers to keep track of the execution of activities by the staff within their control and to monitor the consequences arising from these actions (by Wikipedia), and looks like this: The problem I find in that type of scorecard is that there is no relation between the company strategy and the performed tactic activities, which are (if the scorecard is properly design) each one of the measured metrics. On the other hand, it’s not impossible to see either the cause and consequence relationship between the actions or how

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