By Danny Thompson

Most companies who pitch their products and services at a consumer audience will already understand and see the value in customer segmentation. In fact most of these companies will already be doing it in some form or another. Segmentation in the offline world has traditionally been based on factors such as location, buying behaviour and to some extent how they use different channels. It has enabled brands to view their customers in distinct categories and shape their marketing based on those categories.

These days however the online environment has added a new layer of complexity. It isn’t just about the fact Read full story ›

Source: The Drum