Article
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WARC Best Practice, April 2020
Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
Article
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Merry Baskin & Laurie Young, WARC Best Practice, July 2016
This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.
Article
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WARC Exclusive, March 2020
Looks at the evolution of segmentation in China from using demographics to integrating offline and online purchase behaviour to track target audiences.
Article
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WARC Exclusive, March 2020
Details the challenges and opportunities for advertisers striving for greater personalisation in a country with 1.4 billion consumers.
Article
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WARC Best Practice, May 2020
Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.
Article
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Lewis Lim and Charlene Chen, WARC COVID-19 Series, May 2020
New lifestyles that emerge post-pandemic, will require consumer brands to adopt different strategies to re-engage with consumers.
Article
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Henry Manampiring, WARC Exclusive, April 2020
TBWA’s Henry Manampiring believes that brands miss out on opportunities when targeting solely based on generational assumptions and advocates for a different approach.
Case Study
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Isabelle Schnellbuegel, Carla Funk, WARC Awards, Shortlisted, Effective Social Strategy, 2020
Rail operator German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.
Case Study
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Tricia Cruz, Kitty Faustino, WARC Awards, Entrant, Effective Innovation, 2020
Sunsilk, a shampoo brand in the Philippines, used a campaign that integrated music and gaming to stand out in a cluttered market.
Case Study
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Maxine Thomas, WARC Awards, Entrant, Effective Innovation, 2020
Antiseptic brand Betadine launched a new product in Canada, stealing market share from competitors and driving behaviour change.
Case Study
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Ayida M. Sulfa, Bernadette Adinadia, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020
Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.
News
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10 April 2020
Consumers who engage in multiple media use can primarily be sorted into groups of “information seekers,” “connecteds” and “instinctives”, according to a study in the Journal of Advertising Research (JAR).
Case Study
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Wendy Zha, Leon Liu, WARC Awards, Shortlisted, Effective Innovation, 2020
Chinese e-commerce platform Tmall used big data in a multi-channel campaign to build loyalty and increase sales without discounting or celebrity promotions.
Opinion
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Sandra Matz, March 2020
Cambridge Analytica has shaped people’s views of psychological targeting. Professor Sandra Matz argues for an ethical approach that can restore its reputation.
News
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18 March 2020
Having revolutionised the world of retail data once through dunnhumby and its work with Tesco, Edwina Dunn, now CEO of Starcount, may do so again with a new approach to segmentation combining postcode data with social likes.
News
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16 March 2020
The idea of limiting an audience based on segmentation is outdated in a world where behavioral targeting, data science and machine learning can deliver relevant messages to multiple segments simultaneously, an industry veteran argues.
News
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12 March 2020
In China, much consumer insight is locked behind the walled gardens of Baidu, Alibaba and Tencent (BAT), so advertisers are exploring how location and payment data can help them with their segmentation.
News
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11 March 2020
A strong segmentation exercise is a significant investment in an organisation’s growth but can end up wasted all too easily and for a handful of easily avoidable reasons, according to an industry expert.
Opinion
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WARC, March 2020
Segmentation is used to identify the most valuable sub-groups of a brand's existing and potential customers, based on their needs, wants and feelings.
Article
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Lance Porigow, WARC Exclusive, March 2020
Lance Porigow, Chief Marketing Officer, The Shipyard writes that the future lies with reverse segmentation – flipping segmentation on its head to target all prospects.
Article
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WARC Best Practice, March 2020
A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
Article
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Paul Jackson, WARC Exclusive, March 2020
Paul Jackson, head of advanced analytics, Bonamy Finch writes how hybrid segmentation empowered a leading tourism company to drive additional revenue.
Article
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Maria Twena, WARC Exclusive, March 2020
Discusses the opportunity for brands to capitalize on a prevailing yet hidden dynamic among multi-generational Hispanic families - how the bilingual English Language First (ELF) family member translates, informs and advises their parents’ consumer decisions.
Article
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Jean-Paul Edwards and Pete White, WARC Exclusive, March 2020
Jean Paul Edwards, chief product officer OMD outlines how a new approach to segmentation tapping into qual and quant data as well as social listening is optimising insight that can be activated through programmatic channels.
Article
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Gill Edwards, WARC Exclusive, March 2020
Gill Edwards, Head of Segmentation & Activation, Kantar Analytics Practice, outlines three reasons why segmentations do not always deliver.
