How to Segment for Campaign Success
For many years, marketers have segmented their customers by examining demographic and psychographic characteristics, and on occasion, survey-derived data. Although these techniques provide valuable insight, when used alone, they fail to reveal the full picture. Namely, what kind of relationship a customer has with a brand. Does your shopper have a high level of engagement with your brand? Does your brand rank high in your shopper’s hierarchy of choices? Without knowing these very things, you, as the marketer may fall short of understanding a customer’s true potential with your brand.
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