(By Marc Greenspan) Many stations are penalized because a portion, maybe even a majority, of its audience is outside of the 25-54 demographic. As most of the people reading this already recognize, we ...

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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 ...

The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose—discovering customers whose behavior can be changed or ...