Segmentation

Identifying and serving consumer cohorts

Segmentation


Stephen Whiteside, Event Reports, ANA Mobile First

This event report sets out four mobile 'truths' identified by Heineken, the beer brewing group, in the US - and gives examples of how the company has leveraged these truths with its brand.


Stephen Whiteside, Event Reports, ad:tech New York, November 2014

This event report explains how Tough Mudder, an endurance event series, directs word of mouth to make its events more appealing to a broader group of people - who might otherwise be put off by the challenge.


Stephen Whiteside, Event Reports, ad:tech New York, November 2014

This event report shows how AB InBev, the brewing group, is aiming to enhance its in-store marketing efforts using digital technology.


Hannah Wright, International Journal of Market Research, Vol. 57, No. 1, 2015
This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims. It further seeks to understand the influence, if any, religious identity has on their consumer behaviour, examining the global rise of an Islamic consumer against a more localised set of needs and preferences.

Stephen Whiteside, Warc Trends, January 2015

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.


Geoffrey Precourt, Event Reports, ARF Industry Leader Forum, October 2014

This event report addresses how General Mills, the packaged-food group, is focusing on multicultural and millennial audiences.


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This event report shows how Channel THIRTEEN, the PBS TV station in New York, boosted buzz and membership levels by championing the importance of quality programming.


Tom Barker, Warc Exclusive, January 2015

This article provides a simplified guide to programmatic buying, arguing that it is important for more marketers to understand this important technology and move marketing strategies to 'always on' to make the most of it.


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This article shows how Always, Procter & Gamble's feminine hygiene brand, engaged consumers in a new way by changing the conversation surrounding its category.

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