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 ...

I recently had lunch with some smart data scientists, marketers and general analytics folks when we started listing all the different ways we segment customer data, what kinds of data we search for ...

Getting customers is great for any business, but the real key to success is retaining them. As I’ve mentioned before, customer retention is among the most important metrics that can make or break your ...

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 ...

Annie Wilson is a senior lecturer of marketing at the Wharton School of the University of Pennsylvania. Ryan Hamilton is an associate professor of marketing at Emory University’s Goizueta Business ...

Your customers are the most important element leading to your business's success. As a result, it's vital to understand the challenges they face, how you can solve them, and what you can offer them ...

Have you learned the best way to identify and serve customers in your target segments? Segmentation could be the marketing tool that sets your company apart from the competition. The business ...