Stop wasting ad spend on the wrong audiences. Use RFM analysis to identify your most valuable customers and optimize your PPC campaigns. Want to stop wasting ad dollars on the wrong customers? Learn ...

Market segmentation, a strategy used in contemporary marketing and advertising, breaks a large prospective customer base into smaller segments for better sales results.

The 2016 US presidential election is perhaps the biggest and most public failure of segmentation models in recent memory. Most models not only predicted Hillary Clinton's victory by a comfortable ...

What’s a more profitable business strategy: attracting new customers or retaining existing ones? Statistically speaking, a business is better off focusing on retention than acquisition. This isn't new ...

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

Advanced house-file modeling techniques have their advantages. But nothing beats the simple recency, frequency, monetary list inventory as a quick, easy-to-read snapshot of your house file. Your RFM ...

Partnering with Chevron on the Caltex Rewards programme exemplifies how combining data, personalisation, and journey design ...

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 ...