Since I joined the working world years ago, I’ve tailored the way I describe my job to whoever asks me “so what do you do for a living?” If the person asking is in the martech industry, for example, ...

The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...

Market segmentation is the science of dividing an overall market into customer subsets or segments, whose in segment sharing similar characteristics and needs. Segmentation typically involves ...

Once a business has identified its target market--the people most likely to purchase its goods and services--it may divide the customers further using segmentation strategies. Customers in these ...