Shikha Jain is a Partner at Simon-Kucher & Partners specializing in topline growth for companies in the Retail & Consumer Goods Space. To continue reading ...

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 ...

Data-driven customer segmentation allows you to analyze if there are several distinct groups in your addressable market and what they are. Customer-centricity is the process of continuously optimizing ...

Your business serves a wide range of customers with unique interests and needs. One message will not appeal to everyone, but businesses can’t personalize marketing campaigns for each customer. Instead ...

To learn more about our editorial approach, explore The Direct Message methodology. In 2014, Experian Marketing Services released research identifying six distinct deal-seeking consumer segments. The ...