As email marketers, we are regularly exhorted to make our communications more relevant. Avoid spray-and-pray, we’re told, and watch response rates rise. However, most companies don’t know how to send ...

Disruption is prompting marketers to revisit segmentation strategies and take a fresh look at how to effectively engage with specific clusters of customers. I recently asked Stefan Lysak, principal, ...

Segmentation is a critical lever that direct marketers can pull to drive better results from their programs. When performed properly, marketers can use segmentation to customize their offer, creative, ...

Some customer segmentation approaches last, many don't. Some drive entire organizational structures, marketing strategy, and financial success, while others are barely actionable. What is the secret ...

Market segmentation refers to the practice of categorizing your target audience into different groups, or subsets, based on shared characteristics. These characteristics can be variables such as age, ...

Many marketers have realized that today's Boomer consumers are still worthy of their attention, so now they are scrambling to find the best segmentation scheme. That's because they want to determine ...

Micro-segmentation is regarded as one of the most effective methods to reduce attack surfaces, and a lack of it has often been cited as a contributing factor in some of the largest data breaches.