Sarvary, Miklos, and Anita Elberse. "Market Segmentation, Target Market Selection, and Positioning." Harvard Business School Background Note 506-019, September 2005. (Revised April 2006.) ...

From Nielsen ratings to first-party data and post-campaign reports, here's how radio can prove its worth and earn more from ...

By deepening your understanding of the different mindsets of target customers before your segmentation study, you can animate your customers in a way that lets you develop strategies to drive your ...

Explore how real-world brands are using AI to understand their audiences, anticipate churn and personalize at scale.

Tesco, for example, famously pioneered combining RFM segmentation with one-to-one targeting at scale in the 1990s through its Clubcard program. The program was aggressively digital for its time, ...