The 2016 US presidential election is perhaps the biggest and most public failure of segmentation models in recent memory. Most models not only predicted Hillary Clinton's victory by a comfortable ...

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 ...

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 ...

One of the first lessons you learn in a marketing program is that if a business owner tries to sell to everybody, he ends up selling to nobody. As eager as the owner may be, he must home in on his ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

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 ...

It’s not easy for marketers to rise above the noise and connect with potential customers in today’s heavily digitized landscape. Consumers are bombarded with advertising and marketing messages on ...

When you have a broad base of customers, what are the chances that you’re getting the right target for a particular campaign? Let’s say that you have a broad base of customers who are gardeners. To ...

You can use personalization and segmentation simultaneously, and you probably should. Segmentation. Personalization. Customization. One-to-one marketing. Some people use these terms interchangeably, ...