Finding the best prospects in your target market -- those most likely to buy -- requires segmentation. Without segmentation, your efforts cost more, because you're marketing to a larger segment of the ...

Marketing budgets continue to be squeezed. Media and markets are fragmenting. The ability to identify key customers and prospects is no longer a 'nice-to-have' but a necessity. How is this achieved?

Customer segmentation, in simple terms, is dividing your customers into smaller groups based on shared characteristics. Doing so allows you to deliver more personalized messages and offers, identify ...

Since Smith's (1956) introduction of market segmentation, it has become one of the most important concepts in marketing. It reveals that customers may be too numerous, too widely scattered and too ...