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

So what are the bases for segmentation? While it is difficult to determine what will segment a market into different segments based on different benefit tradeoffs, there are some useful ways of ...

When you're facing a lot of competition, one way to understand your situation is to segment the market—because a properly segmented market will give you a better view of the competitive landscape. It ...

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 ...

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 ...