Customer segmentation is the practice of dividing a customer base into groups of individuals that have similar characteristics relevant to marketing, such as age, gender, interests and spending habits ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...

Successful commerce has always been the result of a careful matching of offers to needs. Only a fool would conclude that all women between the ages of 18 and 22 are the same, or that all people who ...