Tension: We segment customers to personalize marketing, yet most segmentation strategies reveal how little we understand ...

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

Discover how effective market segmentation identifies profitable customers and optimizes pricing, distribution, and product development for business success.

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 ...

Targeted marketing and personalization have evolved dramatically in the last decade. Engaging an audience overwhelmed by the internet’s content farm requires meeting fans where they are, speaking ...

The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...

Geographic segmentation is a common strategy when you serve customers in a particular area, or when your broad target audience has different preferences based on where they are located. It involves ...

Being all things to all people isn't always the best business strategy. Sometimes, channeling slight variations of different products and services to different groups of your customer base helps to ...