Robert Kelly is managing director of XTS Energy LLC, and has more than three decades of experience as a business executive. He is a professor of economics and has raised more than $4.5 billion in ...

When you're facing a lot of competition, one way to understand your situation is to segment the market—because a properly segmented market will give you a better view of the competitive landscape. It ...

Tension: We segment customers to personalize marketing, yet most segmentation strategies reveal how little we understand ...

To segment a market, you divide your potential customers into different groups. Millennials, Generation X and baby boomers, for instance, or fans of thrillers, paranormal romance and horror. Then you ...

Segmentation—the process of identifying specific customer groups—is imperative for personalized marketing and communications. Often, segmentation projects entail large-scale market studies that divide ...

Targeted marketing and personalization have evolved dramatically in the last decade. Engaging an audience overwhelmed by the internet’s content farm requires meeting fans where they are, speaking ...

It’s not easy for marketers to rise above the noise and connect with potential customers in today’s heavily digitized landscape. Consumers are bombarded with advertising and marketing messages on ...