Often I'm asked if attitudinal audience segmentation can benefit B-to-B companies as well. While B-to-B projects carry some unique challenges compared to B-to-C initiatives -- finding enough … [Read more...] about B-to-B Audience Segmentation: A Case Study
Using Your Dog Whistle
I'm a big fan of "The Good Wife" and the other day was watching a episode in which a key character was discussing his political campaign with his campaign manager and pollster. In an attempt to … [Read more...] about Using Your Dog Whistle
Relevance Mapping: Using Data to Uncover the Real Motivations of Your Target Audiences
I hope you enjoy the presentation on quantitative attitudinal audience segmentation research I gave this week at the BOLO 2010 conference. It's on Prezi, which is a new technology for me but I'm very … [Read more...] about Relevance Mapping: Using Data to Uncover the Real Motivations of Your Target Audiences
Speaking at BOLO 2010
This week I'm privileged to be presenting a session on the importance of true attitudinal audience segmentation research to digital agencies at the BOLO 2010 Conference. I am also proud to be regular … [Read more...] about Speaking at BOLO 2010
A Quick Plan Check
Whether you're starting up a new business, launching a new product, or simply making adjustments to what you've been doing all along, a little planning can go a long way. Now, I'm a marketing … [Read more...] about A Quick Plan Check
Segmentation Exposed: Making Segmentation Data Actionable
This is one of a series of posts about a real-life attitudinal audience segmentation project. See other posts in this series. One of the biggest challenges I find companies have with … [Read more...] about Segmentation Exposed: Making Segmentation Data Actionable
