Discussions and Workshops

Discussions and Workshops are 1 hour sessions suggested and led by Stream participants. Read on for the latest thinking with topics ranging from "Open Democracies in Africa = Open Markets for Marketers. Lessons Marketers can teach Politician" to "We don't make hours, so why do we sell them?". For more, go to the Stream Medium page and YouTube. Or for a daily dose of Stream, you can find us on Twitter or Instagram.


Devon Tighe

WPP Data Alliance, Africa

LSM segments: Keep 'em or chuck 'em?

The truth is, as an American, I have zero hands-on experience utilizing South Africa's Living Standard Measure (LSM) segments within marketing activities. My knowledge boils down to a few anecdotes and Google searches to learn more about the framework. It seems, however, it is worth debating how useful and relevant the segments are in terms of taking planning to action. Do you use them? Do you find them practical?

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