Segmenting for Success in Today’s Marketplace
In short, the multiple segmentation view has shown it where to allocate its marketing spend (and where not to) and how to make its programs more effective and efficient. The approach is more complex, but it is the kind of big idea that can have far-reaching consequences. And for firms seeking to separate themselves from the pack, this is an innovative approach that can make that happen.
Don Ryan is senior partner at iKnowtion, a marketing and analytic consultancy located in Burlington, Mass.