This is one of a series of posts about a real-life attitudinal audience segmentation project. See other posts in this series. I’m a marketing strategist. I’ve spent the last 25 years (gack!) learning (and then helping other organizations learn) how to get the right message to the right people in order to get those people…
I am amazed at how many companies have fallen into the habit of regularly insulting their customers. If I pointed them out, I GUARANTEE that each and every one of them would strenuously object to this accusation, claiming (and, in all likelihood, truly believing) that each and every customer they have is of the utmost…
USA TODAY has a fascinating article today about a new USA TODAY/Gallup Poll looking at the President’s approval rating and how he’s faring in public opinion. AMAZING! It’s attitudinal audience segmentation for the President of the United States! I’ve conducted audience segmentation for big companies, small companies, business-to-business, business-to-consumer, government and even a faith-based university….
I’ve been asked by many people over the years for my homemade eggnog recipe. This year, when I am celebrating a wonderful new community and a flourishing new business, seems a good time to say thanks by sharing it with anybody who cares to read. But first, a quick diversion into where it comes from…
I had an interesting experience last week when a client pulled me aside to make me aware that the company’s CRM guru was loudly expressing his concern that this “warm and fuzzy” attitudinal approach to audience segmentation couldn’t hold a candle to good, old-fashioned database analytics. This isn’t the first time it’s happened. I often…
I am currently finishing up an audience segmentation project for a large multi-channel retailer. As usual, we’re trying to identify the key motivations for their various customer groups. I was surprised to hear from my client contact that, when pursuing such a project was discussed in a team meeting, one of the team members was…