Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...

In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

When setting up Performance Max or Shopping campaigns, structure and segmentation are often among the first considerations. Your approach depends on the account’s size, conversion volume and overall ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...

Paul Fennemore is Managing Director of Viapoint. Viapoint is the leading Social Media Consultancy, Services and Training Provider. Paul backs up what he preaches by grounding it on objective and ...