Contributed by Mitch Markel

  • Five Segmentation Gaffes (And How to Avoid Them)

    CONTENT TYPE: Article | ELEMENT: Strategy | TOPIC: Marketing Strategy

    Segmentation—the process of identifying specific customer groups—is imperative for personalized marketing and communications. Yet, despite all the effort they put ...

  • Your Brand Tracking Program Is All Wrong: Five Tips to Fix It

    CONTENT TYPE: Article | ELEMENT: Analyze | TOPIC: Measurement & Analytics

    Brand tracking—collecting data from a static group of consumers on a regular basis—can assess and scrutinize shifts in KPIs and ...