Serious segmentation is not a mere snapshot of the market. It plots and overlays multiple layers: data on strategic human ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...

Most small and medium ecommerce brands already sit on a powerful asset: their own order and customer data. Every time someone ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

“Pulse is a breakthrough data product that will greatly improve segmentation and targeting around the globe,” said Peter Stark, executive vice president of Veeva Data Cloud. “We look forward to ...

Paul Fennemore is Managing Director of Viapoint. Viapoint is the leading Social Media Consultancy, Services and Training Provider. Paul backs up what he preaches by grounding it on objective and ...