Learn the core practice of dividing a broad market into distinct subsets of consumers based on shared characteristics.

Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock. The post When customers move like starlings — and what it means for ...

Leeron is a New York-based writer who specializes in covering technology for small and mid-sized businesses. Her work has been featured in publications including Bankrate, Quartz, the Village Voice, ...

As Peter Drucker famously wrote, “The aim of marketing is to know the customer so well the product or service fits them, and sells itself.” In conversion optimization, we talk about the importance of ...

Marketers might not know it, but their segmentation and persona strategies might be hurting them. The urgency of customer needs should drive segmentation strategies, but most companies take a flawed, ...

The job of a marketer is to build relationships with consumers. In the past, marketers accomplished this with wide-ranging communication — essentially, “spray and pray” methods. Today, however, ...

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