Segmenting consumers
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Article • WARC Best Practice, May 2019
Article • Merry Baskin & Laurie Young, WARC Best Practice, July 2016
Article • Yang Li, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 651-667
Case Study • MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019
Case Study • MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019
Case Study • MRS Awards, Finalist, MRS Award for Applications of Research, 2019
Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019
Case Study • Elisa Chua, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2019
Case Study • Will Jellicoe, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Case Study • Luke Brown, Angela Smith, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Case Study • Tricia Cruz, Kitty Faustino, Abhishek Gupta, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Case Study • Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Case Study • Apoorva Shetty, Mukhlis Sholihin, R.K Narayanan, Sarabpreet Bedi, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Case Study • Soumya Ranjan Panda, Nguyen Bao Tran, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Case Study • Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Case Study • MMA Smarties, Finalist, X (Global), 2019
Case Study • MMA Smarties, Bronze, X (Global), 2019
Case Study • MMA Smarties, Silver, X (Global), 2019
Case Study • MMA Smarties, Bronze, X (Global), 2019
Case Study • Account Planning Group - (UK), Silver, 2019
Case Study • Account Planning Group - (UK), Entrant, 2019
Case Study • Account Planning Group - (UK), Gold, 2019
Case Study • Account Planning Group - (UK), Entrant, 2019
Article • Brian Carruthers, Event Reports, DMEXCO, September 2019
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Article • 10 May 2019
Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy. -
Article • 07 May 2019
Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising. -
Article • Sam Peña-Taylor
Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners. -
Article • Phil Gault
Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing. -
Article • Merry Baskin & Laurie Young
This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals. -
Article • Martin Hayward
This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.