Marketing budgets continue to be squeezed. Media and markets are fragmenting. The ability to identify key customers and prospects is no longer a 'nice-to-have' but a necessity. How is this achieved?

Perhaps the most important analytical process of marketing is segmentation or as what others would call it, “market niching”. By segmenting the market, one obtains a very clear understanding of ...

Responding to the different needs of customers begins with identifying different behavioral groups--but all database segmentation means to most companies is more targeted selling. When asked about her ...