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Key reading

Consumer insight

How to use segmentation effectively

This best practice paper provides an overview of segmentation. It discusses using it to identify groups of potential customers who are clustered around common traits, understanding how they may best be reached and how they will respond to different messages and appeals.
Not a subscriber? Download this sample

Why consumers don't fit into neat boxes

Byron Sharp argues that brands with quite different features end up selling to the same people as rivals.

Market segmentation

A guide to segmenting consumers and embedding segments across a business.

Post-demographic consumerism

Why people's lifestyles and mindsets are more important than gender, age and income as predictors.




Latest case studies

Switched On: Moving Bord Gáis Energy from state sector monolith to private sector powerhouse in eight short years

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Fáilte Ireland: 9 years of selling Ice to Eskimos

This case study demonstrates how Failte Ireland, the body responsible for the domestic tourism industry, used advertising to encourage Irish people to spend more of their holiday money on home holidays.

Fáilte Ireland: Making Dublin click again with tourists.

This case study shows how Failte Ireland, a national tourism body, reversed tourism decline in Dublin by engaging with visitors online.

The Miami HEAT App

This case study describes how the Miami HEAT, a club in the NBA, created a seamless physical and digital experience for their fans via a new mobile platform.

Latest articles

Officeworks: Creating a customer-centric brand

This case study describes how Officeworks, an office supplies chain, achieved record growth by shifting its focus from being product-centric to customer-centric.

Best Buy underpins creative with analytics

This event report outlines how Best Buy, the electronics retailer, is leveraging data to enhance its creative output and broader marketing strategy.

Target’s turn-around: boosting sales with creative segmentation in Australia

This event report explores how Target, an Australian retail brand, boosted sales by adopting a pioneering online to offline digital approach.

Understanding McDonald's and Subway Customers in Australia

This infographic provides insights into the customer demographics of 125,000 Australia fast food consumers in Melbourne, Sydney, Brisbane, Perth and Adelaide based on location and mobile data.

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