It is axiomatic that not all customers are alike. They don’t look alike. They don’t act alike. They don’t have the same feelings about brands. They don’t drive the same amount of value. These differences are why customer segmentation is an essential element of every marketer’s analytic toolbox—at least every marketer who wants to maximize both the effectiveness and the efficiency of his marketing investments. Segmentation is not a new concept. Companies have been segmenting markets at least as long as the idea of product line extension has been around. They have been segmenting advertising messages as long as they have realized that people

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