The WARC Guide to Making Segmentation Work

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Article

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

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.

Opinion

This week we’re launching a new monthly report – here’s what you need to know.

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.

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

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

Article

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

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

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

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

Article

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

Article

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