Best way to segment last-mile delivery customers right now?

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Trying to figure out if standard demographic segmentation still makes sense or if we should be going behavioral. Any recent projects in logistics you can point to?

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Yuki Tanaka · Answer

Behavioral is definitely winning right now for last-mile — we just wrapped a project for a regional carrier where clustering by delivery frequency, time-window preferences, and rescheduling behavior outperformed demo segmentation by a mile. Tools like K-means on transactional data got us 4 clean segments (think 'flexibles' vs 'schedulers') that actually mapped to willingness-to-pay. Demographics still useful as a layer on top, but don't lead with it.

Best way to segment last-mile delivery customers right now?

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