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 ...

To segment a market, you divide your potential customers into different groups. Millennials, Generation X and baby boomers, for instance, or fans of thrillers, paranormal romance and horror. Then you ...

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 ...

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 ...

Segmentation—the process of identifying specific customer groups—is imperative for personalized marketing and communications. Often, segmentation projects entail large-scale market studies that divide ...

Segmentation is a marketing technique used by businesses to target a specific type of consumer or section of the marketplace. Horizontal segmentation means selling a product to a wide spectrum of ...