Warc Briefing: Segmentation

This briefing offers an overview of the history, theories and key trends related to Segmentation. This report traces the shift from demographic and values-based segmentation to the so-called Third Age of segmentation where consumers' allegiances are more fluid and marketers need to create ongoing dialogues with shoppers to track them.

Warc Briefing: Segmentation

Definition:Segmentation is the process of identifying and grouping individuals with similar needs, attitudes and behaviour.

Quick facts

  • Coca-Cola's "global tribes" vision attempts to cluster similar customers across its 450 brands....

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