Why do customers abandon purchases and how can marketers support the process? In this session, psychologist and data analytics expert Dr. Özgün Köksal demonstrates how to merge cognitive psychology with data to segment users more effectively. Learn how to spot decision fatigue in your CRM data, tailor segments using psychological and behavioral patterns and reduce complexity in the shopping process with tools like product finders and recommendations. The result: happier customers, higher conversion rates and stronger loyalty. This talk offers a fresh perspective to a new approach of segmentation that empowers users and gives brands a clear competitive edge.