Tension: We segment customers to personalize marketing, yet most segmentation strategies reveal how little we understand ...

Marketers might not know it, but their segmentation and persona strategies might be hurting them. The urgency of customer needs should drive segmentation strategies, but most companies take a flawed, ...

In my travels as a strategy consultant, there is one constant among new clients: a lack of definition around target markets. Clients tell us they have clarity, but when we pull back the kimono, we ...

When it comes to client relationships, a one-size-fits-all approach falls short. In my experience, treating all clients uniformly is an ineffective practice that can hamper resource allocation and ...

Traditional client segmentation? That’s so 15 years ago. That was one of the takeaways from a presentation yesterday by Michael Nathanson, the CEO of Focus Financial, at this year’s Schwab IMPACT ...

Paul Fennemore is Managing Director of Viapoint. Viapoint is the leading Social Media Consultancy, Services and Training Provider. Paul backs up what he preaches by grounding it on objective and ...

In the 2002 film "Minority Report," the lead character, played by Tom Cruise, undergoes an eye transplant. As he runs through a shopping mall in 2054, he is bombarded with advertisements and ...

More emails are being sent today than ever before: The number sent and received is projected to reach 376.4 billion by 2025. For that reason, it's now more complicated for senders to reach their ...