Article
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WARC Best Practice, May 2019
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.
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The idea of limiting an audience based on segmentation is outdated in a world where behavioral targeting, data science and machine learning can deliver relevant messages to multiple segments simultaneously, an industry veteran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.
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.
Opinion
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Alan Mitchell, March 2020
As part of the WARC Guide to segmentation, Alan Mitchell argues that responsible marketers need to be prepared for a new frontier of real marketing segmentation led by data relationships.
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.
Opinion
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Joe McDonnell, March 2020
As part of the WARC Guide to segmentation, Joe McDonnell gives a top line overview of WGSN Tribes for 2022 in relation to three consumer profiles highlighted in its Future Consumer 2022 report.
Article
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Bhasker Jaiswal, 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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Edwina Dunn, WARC Exclusive, March 2020
Edwina Dunn, data science pioneer, outlines a new approach to segmentation combining postcode data with social likes.
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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Xavier Mussard, WARC Exclusive, March 2020
Details the challenges and opportunities for advertisers striving for greater personalisation in a country with 1.4 billion consumers.
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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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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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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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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Aaron Haynes, WARC Exclusive, March 2020
Aaron Haynes, strategy partner, Vizeum explains how IKEA’s customer segmentation fuelled a long-term comms strategy that delivered over £800m in incremental revenue.
Article
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Alex Brownsell, Event Reports, IAB Research Breakfast, February 2020
An overview of UK news brand The Telegraph’s strategy to increase reader attention quality.
News
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17 January 2020
Fan engagement has never been more important for leading football clubs whose support now ranges far beyond their immediate locale, with numbers reaching into the hundreds of millions – and presenting a significant commercial opportunity.
Research Paper
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Helen R. Robinson and Stavros P. Kalafatis, Journal of Advertising Research, Digital First, December 2019, pp. 1-20
This article examines selected drivers of multiple media use, to investigate why individuals choose to multitask with media.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2019
English Premier League football club Everton has undertaken a wide-scale listening exercise with its fans to better understand how to engage the broad range of people who support it.
Article
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Yang Li, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 651-667
With extensive globalization, the effect of country-of-origin (COO) stereotypes has been continuously questioned by many scholars; a key dispute is whether younger generations still hold COO stereotypes.
