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 ...

Another type of segmentation is needed that helps aggregate digital data in a meaningful fashion. This second tier should allow the collapsing of a stream of web behavioural events (server calls or ...

The job of a marketer is to build relationships with consumers. In the past, marketers accomplished this with wide-ranging communication — essentially, “spray and pray” methods. Today, however, ...

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