39 Kellogg Insight This example isn’t hypothetical. We opti - mize marketing at the individual level on a very large scale. Sometimes I hear peo - ple talk about how companies are going to be doing this. I think, no, we’re doing it. And others are doing it as well. LEININGER: Does a traditional segmenta - tion study, in which you identify six or eight groups of travelers based on some number of dimensions, have value today, in a world where you can do what you were just talking about? Are these just new capabilities that help us to pursue our fundamental thought process more effectively? Or are we leaving the funda - mental thought process behind? O’TOOLE: We’re taking the conventional segmentation, advancing it to the indi - vidual level, and optimizing it. People have talked for years about doing this, but now it is the established practice that we continue to refine. I’ll give you a specific example. United Airlines serves and must serve and will serve a wide range of customer seg - ments. We value and want to provide a good travel experience to all of our Sometimes I hear people talk about how companies are going to be doing this. I think, no, we’re doing it. And others are doing it as well. TOM O’TOOLE Based on insights from Tom O ’ Too le and Eric Leininger