Learn the core practice of dividing a broad market into distinct subsets of consumers based on shared characteristics.

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In today’s competitive market, companies must rethink how they connect with customers.

Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock. The post When customers move like starlings — and what it means for ...

A market segment is a group of people with common characteristics. Companies market to different segments with advertising designed specifically to reach each.

When applied respectfully with the customer in mind, predictive marketing paves the way for more meaningful one-to-one interactions. Traditionally, businesses relied on basic data points for ...

The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose—discovering customers whose behavior can be changed or ...

Explore the world of marketing automation and revolutionize your approach. Learn how to optimize strategies that drive growth ...

When companies segment their markets they need to decide which segment they should target first. This video covers how firms judge segment attractiveness. Copyright Mark Wolters 2019 Filmed in Paris, ...