Articles and ideas which relate to the creation of customer segments. With a focus on how they relate to marketing, creative and e-Commerce.
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Why read this? : A market attractiveness model helps you decide which segments to target. We share how it works with an example of a common targeting decision. Learn the types of data you can
Why read this? : The Ansoff matrix identifies 4 different sources of business growth. We share the pros and cons of each, with real-life examples. We also apply the Ansoff matrix to a business case study
Why read this? : You can improve the impact of your marketing by applying lessons from storytelling. We share why stories are such an effective way to communicate, and ways you can use them in
Why read this? : Segmentation research helps you split the market up into groups of customers with similar needs. We share the key steps that make up the process. Learn how and where it fits
Why read this? : Your e-Commerce positioning defines which shoppers you go after and how you’ll persuade them to buy. We share how you create a positioning map and statement. Learn from our examples of
Snapshot : Customer targeting decisions are an important part of brand management. Customer segment profiles help you define and describe your target customers. We’ll share how to use them to create a shared understanding of