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, ...

Explore the transformation of consumer identity and the failure of traditional market segmentation strategies as regulations ...

Marketers have long relied on simple demographic categories, including age, gender, income and region, to build segments and classifications. It’s convenient, easily understood and readily available ...

You’re mobile ordering your usual Friday burger. At checkout, a prompt appears: “Spend just $3 more and earn a free strawberry milkshake with your order” — your go-to sweet treat. You feel seen. And ...