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 ...

In the 2002 film "Minority Report," the lead character, played by Tom Cruise, undergoes an eye transplant. As he runs through a shopping mall in 2054, he is bombarded with advertisements and ...

Target audiences are strategically identified groups of customers who are interested in a particular product or service. They are the foundation on which every business is based. Research and ...

Duncan is an award-winning technology industry analyst, specialising in cloud computing, blockchain, martech and edge computing. Six in 10 UK marketers (61%) believe consumer segmentation – the ...

Disruption is prompting marketers to revisit segmentation strategies and take a fresh look at how to effectively engage with specific clusters of customers. I recently asked Stefan Lysak, principal, ...

If you are currently managing email marketing efforts for your organization, you are undoubtedly engaging in email segmentation in some way. You might also be engaging in personalization. Yet there's ...