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 ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...

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 ...

You’re mobile ordering your usual Friday burger. At checkout, a prompt appears: “Spend just $3 more and earn a free strawberry milkshake with your order” — your go-to sweet treat. You feel seen. And ...

Marketers have long relied on simple demographic categories, including age, gender, income and region, to build segments and classifications. It’s convenient, easily understood and readily available ...