No consumer left behind: Targeting all prospects with reverse segmentation

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


This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

In the last 20 years, digital has uprooted just about every part of marketing, with perhaps one exception: the idea of the target market. As our understanding of consumer behavior and data science continues to advance exponentially, we have the opportunity to flip old targeting paradigms on their head, vastly increasing the size of potential receptive audiences to drive exponential growth.

Historically, target segmentation is reliant on consumers’ stated responses within an artificial research environment, asking questions about their attitudes...

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