consumer segmentation is important, but as an input into something more…the creation of an audience for a specific purpose.
Nov
19
Reinventing consumer segmentation research for a digital age
In: advertising, consumer segmentation, data driven marketing, mobile, shopper marketing
1 Comment
Aug
29
How loyal are your loyal buyers, really?
In: behavioral economics, branding, market research, shopper insights
2 Comments
Brands are in a dogfight for purchases. Marketers are misled about building brand engagement by consultants’ stories that retrospectively explain marketing cases with false certainty.