Consumers expect a personalized marketplace. But why is it that retail and service businesses are comfortable categorizing their grocery stores and hotels, while we in the financial-advice industry ...

Marketing is typically aimed at a particular part or segment within a market or region. These segments can be categorized by any criteria you wish and are often measured and divided differently from ...

The key steps to segmentation are: defining the target market, gathering data, analyzing the data, developing profiles of the segments, and selecting the segments to target. It is important to ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

Data-driven market segmentation is key for business owners to gain insight into consumer behavior. It allows business owners to understand their consumers and their needs on a deeper level, giving ...

In an earlier article ("Driving demand with revenue segment leadership "), I made the case for developing segment leaders as part of an organizational framework for driving revenue. I described a ...