Another type of segmentation is needed that helps aggregate digital data in a meaningful fashion. This second tier should allow the collapsing of a stream of web behavioural events (server calls or ...

In 2014, Experian Marketing Services released research identifying six distinct deal-seeking consumer segments. The ...

No matter what product or service you sell chances are you don’t have a “one message fits all” approach that will resonate with every single one of your customers. The solution is to spend some time ...

The job of a marketer is to build relationships with consumers. In the past, marketers accomplished this with wide-ranging communication — essentially, “spray and pray” methods. Today, however, ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...