Two momentous and unexpected political outcomes defined 2016 for many Americans and Europeans: the election of Donald Trump as president of the United States and the United Kingdom’s vote to leave the ...

Many organizations still base their targeting on demographics — broad traits like age, job title or marital status — rather than the behavioral factors that actually drive decisions. Whether B2B or ...

Marketers have long relied on simple demographic categories, including age, gender, income and region, to build segments and classifications. It’s convenient, easily understood and readily available ...

Responding to the different needs of customers begins with identifying different behavioral groups--but all database segmentation means to most companies is more targeted selling. When asked about her ...

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 ...

Targeting and segmentation are part of a three-part process referred to as STP. STP stands for segmentation, targeting and positioning, processes that involve taking a close look at your potential ...

strategy, and/or a delayed response toward attacking niche markets? If so, you’re not alone. These issues emerge in segmentation audits of many major companies. “Great organizations act with a sense ...