Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

Data-driven customer segmentation allows you to analyze if there are several distinct groups in your addressable market and what they are. Customer-centricity is the process of continuously optimizing ...

Personalization is the marketing strategy du jour. Today's customers expect increasingly customized experiences that many marketers struggle to deliver with limited budgets and resources. Customer ...

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 ...

LONDON--(BUSINESS WIRE)--In a continually growing global economy with the advent of widespread digitization, the healthcare industry has been pushed to keep advancing and innovating. The creation of ...

Your business serves a wide range of customers with unique interests and needs. One message will not appeal to everyone, but businesses can’t personalize marketing campaigns for each customer. Instead ...

The segmentation strategies financial institutions have long used are flawed in today’s digital environment. While traditional demographics can serve as a reasonable starting point for a basic ...

The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...

For years, organizations viewed customers as a homogenous mass of people that wanted the same products and services, so they sent everyone the same marketing and sales pitches. It was the only way ...

In the past, customer segmentation was often retrospective. Using historical trends, marketers identified discrete audiences of customers, developed and executed strategies to reach those groups, and ...

Market segmentation is the science of dividing an overall market into customer subsets or segments, whose in segment sharing similar characteristics and needs. Segmentation typically involves ...

Forbes contributors publish independent expert analyses and insights. I write on aligning sales and marketing for fun and profit. Whidbey Telecom is a 110-year old independent telecommunications ...