The WARC Guide to Making Segmentation Work

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Opinion

Segmentation is used to identify the most valuable sub-groups of a brand's existing and potential customers, based on their needs, wants and feelings.

Article

Looks at the evolution of segmentation in China from using demographics to integrating offline and online purchase behaviour to track target audiences.

Opinion

This week we’re launching a new monthly report – here’s what you need to know. ‘The WARC Guide’ looks at some of the biggest and most pressing issues in the industry.

Article

Details the challenges and opportunities for advertisers striving for greater personalisation in a country with 1.4 billion consumers.

Article

Lance Porigow, Chief Marketing Officer, The Shipyard writes that the future lies with reverse segmentation – flipping segmentation on its head to target all prospects.

Article

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.

Article

Paul Jackson, head of advanced analytics, Bonamy Finch writes how hybrid segmentation empowered a leading tourism company to drive additional revenue.

Article

Ian Edwards, planning director, Northern Europe, Facebook writes that machine learning will ultimately replace the need for segmentation and manual targeting.

Article

Discusses the opportunity for brands to capitalize on a prevailing yet hidden dynamic among multi-generational Hispanic families - how the bilingual English Language First (ELF) family member translates, informs and advises their parents’ consumer decisions.

Article

Jean Paul Edwards, chief product officer OMD outlines how a new approach to segmentation tapping into qual and quant data as well as social listening is optimising insight that can be activated through programmatic channels.

Article

Gill Edwards, Head of Segmentation & Activation, Kantar Analytics Practice, outlines three reasons why segmentations do not always deliver.

Article

Edwina Dunn, data science pioneer, outlines a new approach to segmentation combining postcode data with social likes.

Article

Aaron Haynes, strategy partner, Vizeum explains how IKEA’s customer segmentation fuelled a long-term comms strategy that delivered over £800m in incremental revenue.

Opinion

As part of the WARC Guide to segmentation, Joe McDonnell gives a top line overview of WGSN Tribes for 2022 in relation to three consumer profiles highlighted in its Future Consumer 2022 report.

Opinion

As part of the WARC Guide to segmentation, Alan Mitchell argues that responsible marketers need to be prepared for a new frontier of real marketing segmentation led by data relationships.