Serious segmentation is not a mere snapshot of the market. It plots and overlays multiple layers: data on strategic human ...

To segment a market, you divide your potential customers into different groups. Millennials, Generation X and baby boomers, for instance, or fans of thrillers, paranormal romance and horror. Then you ...

The 2016 US presidential election is perhaps the biggest and most public failure of segmentation models in recent memory. Most models not only predicted Hillary Clinton's victory by a comfortable ...

Segmentation—the process of identifying specific customer groups—is imperative for personalized marketing and communications. Often, segmentation projects entail large-scale market studies that divide ...