In business we are always looking for the next best thing. I’m sure every marketer can relate. But to truly discover and unfold the next best thing, we need to focus on the customer, their wants, needs and emotions.

For marketers, the next best thing might be as simple as an individual’s next purchase. Marketers need to find a way to predict a customer’s next purchase and connect emotionally with them. How? By applying a VAP segmentation strategy – Value, Attrition and Potential.

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