Henry Hoenig has three decades of journalism experience as a news and economics editor in the U.S. and Asia, handling coverage of global commodity markets and Asian equity markets. He previously ...

The 2050 Group launched a specialized digital division this week focused on targeted social media strategy and audience ...

Many people look at pay-per-click (PPC) performance at the channel level: Google, Bing, Facebook, LinkedIn and so on. That view is useful, but it hides something important: Not all clicks are equal. A ...

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 ...

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 ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

Market segmentation is the strategic process of dividing a broad consumer or business market into sub-groups of buyers who share common needs, preferences or characteristics. Traditional approaches ...

Traditional client segmentation? That’s so 15 years ago. That was one of the takeaways from a presentation yesterday by Michael Nathanson, the CEO of Focus Financial, at this year’s Schwab IMPACT ...

Understanding and defining a business audience helps you create a focused business plan and marketing strategy. The term “business audience” refers to the specific group of individuals or ...

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 ...