Segmentation

Identifying and serving consumer cohorts

Segmentation


Jonathan Sinton, TNS, Connected Life, July 2014

This article sets out why brands need to develop a fully mobile-centric strategy that goes beyond just delivering a responsive version of the PC experience.


Sumant Bhattacharya, Warc Exclusive, July 2014

This article explains how family structures in India moved from extended to nuclear families, and how the nuclear family is now giving way to more complex structures.


Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report explains how Equinox, the chain of premium gyms and health clubs, is using digital and social media to connect with its target audience.


John Davidson, Event Reports, Festival of Media Global, April 2014

This event report sets out the latest trends and perspectives regarding programmatic advertising, including benefits such as cost savings through cutting waste.


John Davidson, Event Reports, Festival of Media Global, April 2014

This event report discusses how Pottermore, the digital platform for the Harry Potter universe developed by JK Rowling and Sony, has built digital engagement for the all-conquering series of books published between 1997 and 2007.


Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report explains how SOL REPUBLIC, the headphones brand, is targeting an audience of 18–28-year-olds, and seeking to stand out in a category currently dominated by Beats by Dre, the market leader.


Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report reveals how Adobe, the software and technology company, connected with young creatives studying at college in the US to promote its suite of software and programmes.


Matthew Tod, Admap, July/August 2014

This article sets out the need for a 'total retail' approach to shopper marketing, rather than a multichannel approach, with a strong central brand and consistent consumer experience.


David Clements, Admap, July/August 2014

This article addresses the future of retail as advances in data processing allow for greater targeting, personalisation and integration across channels.

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