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 ...

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 ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

When setting up Performance Max or Shopping campaigns, structure and segmentation are often among the first considerations. Your approach depends on the account’s size, conversion volume and overall ...

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 ...

Paul Fennemore is Managing Director of Viapoint. Viapoint is the leading Social Media Consultancy, Services and Training Provider. Paul backs up what he preaches by grounding it on objective and ...