Personas oversimplify people. Behavior reveals intent. Here’s how behavioral segmentation helps brands create more relevant, ...

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The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...

Bucklin, Randolph E., Sunil Gupta, and Sangman Han. "A Brand's Eye View of Response Segmentation in Consumer Choice Behavior." Journal of Marketing Research (JMR) 32, no. 1 (February 1995): 66–74.

Once a business has identified its target market--the people most likely to purchase its goods and services--it may divide the customers further using segmentation strategies. Customers in these ...

In January, 2016, SmartDrive Systems gave CCJ a preview of its new Transportation Intelligence Suite (called SmartIQ Suite, for short). With this release, SmartDrive customers gained access to ...