Traditional client segmentation? That’s so 15 years ago. That was one of the takeaways from a presentation yesterday by Michael Nathanson, the CEO of Focus Financial, at this year’s Schwab IMPACT ...

Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...

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 ...

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 ...

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 ...

Paul Fennemore is Managing Director of Viapoint. Viapoint is the leading Social Media Consultancy, Services and Training Provider. Paul backs up what he preaches by grounding it on objective and ...

When setting up Performance Max or Shopping campaigns, structure and segmentation are often among the first considerations. Your approach depends on the account’s size, conversion volume and overall ...