Marketers might not know it, but their segmentation and persona strategies might be hurting them. The urgency of customer needs should drive segmentation strategies, but most companies take a flawed, ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

Few would disagree with the view that since the 1950’s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy. If you define your market segments ...

In the third article in a 2025 Consumer Outlook series, experts offer insights on how brand positioning must evolve with shifting markets. We saw in 2024 the beginnings of “segmentless” shoppers — ...

Align sales and marketing with shared KPIs and operationalize AI to solve revenue challenges in B2B GTM strategies.

More emails are being sent today than ever before: The number sent and received is projected to reach 376.4 billion by 2025. For that reason, it's now more complicated for senders to reach their ...

When it comes to client relationships, a one-size-fits-all approach falls short. In my experience, treating all clients uniformly is an ineffective practice that can hamper resource allocation and ...

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 ...

Getting predictive audience technology right for your company and customers requires thoughtful planning to adhere to consumer privacy laws and expectations. Privacy ...

Publishers that monitor engagement signals across both online and offline touchpoints are better able to detect early signs ...

If Rainman were a typical e-mail marketer, he would be heard muttering, "Segmentation. Gotta do segmentation. Definitely. Definitely gotta do segmentation." I don't suggest avoiding segmentation -- ...