Segmentation

Insights on identifying and serving consumer cohorts

Segmentation


Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report addresses the importance of programmatic advertising for marketers, based on research conducted by digital trade publication AdExchanger. Improved targeting and return on investment are among the main drivers of uptake for this approach, which is being applied across a growing number of channels.

Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report discusses how brands can target online consumers in Southeast Asia by tracking the behaviour of similar groups living in various nations, rather than segmenting by - and within - countries. It is based on the experience of Zalora, which has rapidly grown into one of the region's leading online fashion retailers.

Matthew Carlton, Event Reports, Advertising Week Europe, April 2014
This event reports discusses the attitudes of British 'Ngens', millennials who own technology, and are active socially both online and in person, towards brands and advertising. Research found that this group is happy and optimistic, with a good level of disposable income.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report discusses how Kimberly-Clark combined highly-specific data with programmatic advertising to boost engagement and sales. One example of this was by using statistics from Google's Flu Tracker platform to identify specific regions in which to run ads for Kleenex tissues.

Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report shows how three travel brands are using mobile to reach consumers in Asia. Expedia, best-known as a bookings platform, is seeking to expand its remit by tailoring its website for different devices and providing an app that offers various services beyond simply securing tickets and hotel reservations.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television. The advent of "event TV" - based around high-quality programming content that has become appointment viewing - has encouraged a renaissance of this channel in the recent past.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how digital platforms such as video-on-demand services and social media toady often serve as companions to television viewing, rather than replacing it, as many observers had originally predicted. Despite the rise of habits like multi-screening and catch-up platforms, it is clear that live, linear television retains its appeal.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how TV viewers are turning into "superheroes" - and how brands can best serve their needs. In a digitally-connected world, members of the television audience are no longer constrained by the previous restrictions imposed by broadcasters, and are thus free to behave as they wish when it comes to consuming content. While this poses challenges to networks, it also enables them - and the advertisers buying airtime both online and in linear programming - to gain a clearer understanding of the people watching certain shows.

Sarah Shearman, Event Reports, South by Southwest Interactive Festival, March 2014
This event report discusses the views of Shiv Singh, svp/global brand and marketing transformation at Visa, with regard to wearable tech and its potential for the financial services industry. Not only does this channel offer marketing possibilities for brands in this space, but it may soon emerge as an important driver of payments, too.

WARC RECOMMENDS


BEST PRACTICE

Segmentation

Practical tips, examples and recommended reading


WARC BRIEFING

Segmentation

Key trends and theories in effective segmentation


ARTICLE FOCUS

Consumer segmentation: Subculture targeting

Understanding valuable communities in the US


RESEARCH PAPER

Segmentation challenges

Cluster analysis application in market segmentation


CASE STUDY

U.S Marines: Segmentation

Bringing Rambo and Bono together through research