What is customer segmentation?

Dougattrition, direct marketing, marketing communication, retention, segmentation, target market

Like so many buzz words in marketing, “segmentation” is one of those that is interpreted by folks to mean many different things. If the word “segmentation” were blurted out in a room of 20 business people, chances are it would conger up 20 different images of all colors, shapes & sizes. So what is segmentation and how can it propel … Read More

Using segmentation to develop your marketing strategy

Dougmarketing strategy, product management, products, segmentation

While there are many ways to harness the power of segmentation, one of the broadest and most valuable applications is for designing your marketing strategy – a strategy that clearly defines who you’re targeting, what you’re going to offer them, where you’re going to reach them, and how you’re going to sell them on your product & brand. The key … Read More

Reduce customer churn using the 5W’s Tool

Doug5Ws, attrition, churn, loyalty, retention, segmentation

My love for the 5Ws was professed (or at least implied) in a prior post, proving that I am not afraid to express my deep affection for abstract concepts – luckily I have a very understanding wife. So here we go again, another ode to the 5Ws, one of the simplest yet most powerful ways to generate ideas to improve … Read More

Marcom case study: the “Hyatt Shuttle” of New York’s Grand Central Station

Dougmarketing communication, segmentation

It’s not often these days I’m stopped in my tracks (no pun intended) by an ad or related form of marketing communication. Most of them seem to fuse with the background becoming invisible in mere seconds. This week was an exception, however, and it underscores one of the core principles any marketer should keep in mind when crafting effective marketing … Read More

Engaging Influentials: Twitter and Beyond

Dougdigital marketing, marketing, segmentation, social media, twitter

By David Capece, Managing Partner at SparxooWith the rapid adoption of social media, we have accelerated into a network economy. In a network economy, connectivity enables value to be created and shared by network members. The larger the network, the greater the potential benefits. In the digital world, network activities take place on an open platform that enables participation and … Read More