Market segmentation is the strategic process of dividing a broad consumer or business market into sub-groups of buyers who share common needs, preferences or characteristics. Traditional approaches ...

In my travels as a strategy consultant, there is one constant among new clients: a lack of definition around target markets. Clients tell us they have clarity, but when we pull back the kimono, we ...

Many professionals view a go-to-market (GTM) strategy as merely a launch plan, but it represents so much more. It’s an ...

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 ...

Forbes contributors publish independent expert analyses and insights. Rebecca Shaddix covers overlooked aspects of big data and technology. Oct 28, 2024, 10:45am EDT Attribution in marketing gets a ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

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 ...

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 ...

While auditing PPC accounts from agencies, freelancers and in-house teams, I’ve found that Performance Max campaigns typically fall into one of four categories. Below, I’ll break down each category, ...