Segmentation

Identifying and serving consumer cohorts

Segmentation


Mark Brennan, Admap, September, 2015

This article discusses the combination of data to improve targeting, and gives examples of location-based ad targeting on mobile.


Ben Phillips, Admap, September, 2015

This article gives an overview of the multiple mobile video platforms and ad networks that are available to advertisers, and provides guidance for selecting from these, creating content and appealing to the right target group.


Jason Mander, Admap, September, 2015

This article reveals global research findings into what the 'average' mobile shopper behaviour looks like.


Frank Wolfram and Michael Berelian, Admap, September, 2015

This article explains how advertisers can use in-app advertising on mobile to reach their audiences, and avoid the two major mobile ad owners - Facebook and Google - getting in the way.


Stephen Whiteside, Event Reports, ARF Shopper Insights, August 2015

This event report debunks several common myths about millennials, based on analysis from IRI, the research firm.


Stephen Whiteside, Event Reports, ARF Shopper Insights, August 2015

This event report outlines how Heineken, the brewing group, is using an "occasion-based approach" to reach consumers at the various moments where they drink beer.


Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015

This event report details cleaning brand Clorox's attempts to move beyond targeting mothers with "lily-white sheets" and engage new audiences, including millennials and men.


Les Binet and Sarah Carter, Admap, July/August 2015

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.


Felim McGrath, Admap, July/August 2015

This article gives an overview of affluent consumers around the world, who are more likely to be male, aged 25-34 and married.

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