Segmentation

Identifying and serving consumer cohorts

Segmentation


Stephen Whiteside, Event Reports, ARF Shopper Insights, August 2015

This event report debunks several common myths about millennials, based on analysis from IRI, the research firm.


Stephen Whiteside, Event Reports, ARF Shopper Insights, August 2015

This event report outlines how Heineken, the brewing group, is using an "occasion-based approach" to reach consumers at the various moments where they drink beer.


Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015

This event report details cleaning brand Clorox's attempts to move beyond targeting mothers with "lily-white sheets" and engage new audiences, including millennials and men.


Stephen Whiteside, Event Reports, MediaPost OMMA Programmatic Display, May 2015

This event report outlines how Coldwell Banker, the real-estate group, is seeking to develop a marketing strategy based around "programmatic content".


Les Binet and Sarah Carter, Admap, July/August 2015

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.


David Mattin, Admap, July/August 2015

This article explores four opportunities for brands in the 'post-demographic world', where lifestyles and mindsets are more important than gender, age and income as predictors of behaviour.


Felim McGrath, Admap, July/August 2015

This article gives an overview of affluent consumers around the world, who are more likely to be male, aged 25-34 and married.


Ted McConnell, Warc Exclusive, July 2015
In this collection of articles the various elements of the online advertising ecosystem are explained. The articles enable advertisers to take advantage of the opportunities offered by programmatic advertising through understanding the companies and processes involved.

Ted McConnell, Warc Exclusive, July 2015
In this collection of articles the various elements of the online advertising ecosystem are explained. The articles enable advertisers to take advantage of the opportunities offered by programmatic advertising through understanding the companies and processes involved.

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