No consumer left behind: Targeting all prospects with reverse segmentation

Lance Porigow

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

Segmentation

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 oppor

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