The session on "Customer Segmentation Analytics in the Self-Storage Industry" will delve into the strategic utilisation of data-driven techniques to better understand and cater to diverse customer groups within the fast-growing self-storage sector. Amid intense competition in the sector, the significance of precision in targeting market segments to optimise resource allocation and enhance customer experiences cannot be underestimated. Through case studies, attendees will learn how General Storage Company uncovers distinct customer behaviours, preferences, and needs, facilitating the creation of tailored marketing campaigns and service offerings, in Singapore, Malaysia and Hong Kong.