David Dabbah

In old direct marketing parlance, marketers asked, “East or west of the Mississippi?” This was how they segmented customers and prospects. Segmentation by demographics is important, but in today’s landscape, marketers have to do much more in terms of understanding their audience than simple geographic segmentation. They need to be sure they’re delivering a relevant message to their audience every time. The Basics Let’s begin with the most straightforward type of segmentation: demographic. Demographic information probably is the most common type of information gathered from your customers, consisting of basic information such as name, address, phone and metropolitan statistical area (MSA). Their address and MSA, of

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