‘Declining budgets, added complexity’: Marketers on the segmentation skills gap
Segmentation and targeting are prerequisites for finding new avenues for growth, so why are marketers neglecting both?
One travel brand on how data added ‘richness’ to its segmentation strategy
Grace GollaschExplore Worldwide’s top marketer explains how data helped the firm better segment its audience, bring joy back into the brand and launch a worldwide book club.
‘It’s not a slam dunk’: How will AI impact segmentation and targeting?
Ian BurrellAI: Beyond the Hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it’s not without its limitations, according to marketers who have been experimenting with its use.
How one brand hit 215% ROI with ‘sophisticated’ segmentation
Marketing Week ReportersA multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.
Ad-funded SVOD triples weekly reach as smartphone viewing overtakes TV
Grace GollaschAccording to a new IPA report, ad-funded SVOD services now reach 30% of adults each week, up from 11% in 2024.