Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

Annie Wilson is a senior lecturer of marketing at the Wharton School of the University of Pennsylvania. Ryan Hamilton is an associate professor of marketing at Emory University’s Goizueta Business ...

Few phrases have as much currency in today’s business-to-consumer (B2C) companies as the customer-centric organization. Although the particulars vary widely, most companies pursuing ...

Several recent happenstances are transforming marketing. For one, the unprecedented explosion of data being created by consumers, businesses, and governments offers immeasurable value for ...

Your business serves a wide range of customers with unique interests and needs. One message will not appeal to everyone, but businesses can’t personalize marketing campaigns for each customer. Instead ...

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 ...

I recently had lunch with some smart data scientists, marketers and general analytics folks when we started listing all the different ways we segment customer data, what kinds of data we search for ...

Your customers are the most important element leading to your business's success. As a result, it's vital to understand the challenges they face, how you can solve them, and what you can offer them ...

This blog has been produced with support from Ipsos Mori, a sincere thanks to Paul Stamper ([email protected]) for his help and input. This blog attempts to answer two key questions: Why do fintechs ...

All people may be created equal, but the same can’t be said for customers. Everyone knows that some customers are more profitable than others. Conversely, some are downright unprofitable. Knowing ...