The job of a marketer is to build relationships with consumers. In the past, marketers accomplished this with wide-ranging communication — essentially, “spray and pray” methods. Today, however, ...

Direct marketers have to understand the issues and choices involved in customer segmentation to be able to manage such a project effectively from conception to implementation. Any number of common ...

We study how a monopolist’s use of consumer data for price discrimination affects welfare. To answer this question, we develop a model of market segmentation subject to residual uncertainty. We fully ...

Sales segmentation is the process of establishing separate marketing strategies to appeal to consumers with different needs, interests, budgets or other attributes. It involves identifying segments of ...

Geographic segmentation is a common strategy when you serve customers in a particular area, or when your broad target audience has different preferences based on where they are located. It involves ...

Join our daily and weekly newsletters for the latest updates and exclusive content on industry-leading AI coverage. Learn More When it comes to cybersecurity, we are in the era of “containment.” The ...