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

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 ...

Targeted marketing and personalization have evolved dramatically in the last decade. Engaging an audience overwhelmed by the internet’s content farm requires meeting fans where they are, speaking ...

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, ...

Advertising is awash in data, but healthcare advertisers can struggle to separate valuable insights from noise when planning and optimizing campaigns. But how do you identify data that will actually ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Catherine Connelly In my ...