My contemporaneous notes from a particular INFORMS Marketing Science Conference six years ago feature the letters W, T, and F scrawled in the margins a few times. I learned of a deeper problem lurking in the way we were using the crosstab to identify segmentation. In this post, I’ll unpack a heap of jargon and lay the concern bare. To the twenty or so marketing scientists in the room at the time, I read concern on the faces of about a dozen. It was a atypical because typically that community doesn’t get concerned about too much. One leader remarked that most in industry were not even executing basic segmentation on their users, so it wasn’t a huge industrial concern, but[…]