Tension: We segment customers to personalize marketing, yet most segmentation strategies reveal how little we understand ...

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, ...

In the 2002 film "Minority Report," the lead character, played by Tom Cruise, undergoes an eye transplant. As he runs through a shopping mall in 2054, he is bombarded with advertisements and ...

Data-driven customer segmentation allows you to analyze if there are several distinct groups in your addressable market and what they are. Customer-centricity is the process of continuously optimizing ...

Personalized content and targeted ads have demonstrated a substantial impact on business revenue. However, in our privacy-centric era, 75% of Americans express profound worry about their online ...

In the digital age, it's easier than ever to create a new brand, but making it stand out from the competition is an entirely different matter. How do you create a brand story that gets attention 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 ...