Segmentation
This article is part of a series of articles from the WARC Guide to Segmentation. Read more.
Introduction
Consumer segmentation is the foundation for marketing activities for a huge number of businesses. Whereas several approaches to segmentation have evolved over the last few decades (personality, geodemographic, attitudinal etc.), a fundamental problem remains: how to create a single segmentation that can work across all organisational functions – brand, comms, NPD and CRM.
Limitations of traditional segmentation
- Brand positioning and comms segmentation – survey data capturing high-level category attitudes and motivations –lacks a framework to...