Don't let big data take over your brand
Chief Marketing Officers need to achieve a balance between short-term revenue pursuit and long-term brand building. Here's some examples of companies using advanced marketing analytics and big data to work not just on quick-fix sales promotions but long-term brand building.
The science behind customer emotions
When companies connect with customers' emotions, the sales payoff can be huge. Emotional motivators vary across business category, brand and customer segments.
5 questions with... IHG's Elie Maalouf
Interview with Elie Maalouf CEO for the Americas at Intercontinental Hotels Group.
A singles economy
Among the many social demographics targeted by retailers and service suppliers, the solo consumer is one of the most powerful, yet overlooked.
Customer knows best
P&O Cruises and Cunard have invested heavily in consumer research to help grow their business, using customer segmentation to improve their marketing strategy.
Reaching potential buyers with a targeted message at the right time is key to maintaining sales growth. By examining your existing customers and segmenting them into groups, you can identify who spends what when.
Institute for the Study of Business Markets
This institute based at Penn State University provides access to their working papers via an online research database.
An overview of the process of market segmentation from the Market Segmentation Company including examples and alternative segmenting ideas.
Market segmentation and targeting
Portal from SWlearning contains general articles on market segmentation and sections on specific market areas such as: mature and young age groups.
Segment your customers
Guide from the Canada Business Network which aims to explain the basics of how to sort your customers into groups. It covers: the benefits of segmentation, customer management, approaches to segmentation and niche markets.
Segment your way to a more profitable practice
An August 2013 AccountingWEB article investigating whether accountancy practices using market segmentation risk blocking potential sources of growth. Pros and cons of the approach are identified.
Understanding your target market is critical for success
An article on what smaller companies can do to collect demographic and lifestyle information on their customers. Part of the Business Owner's Toolkit from Bizfilings.