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 ...

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 ...

Most companies base their market segmentation on available fields in their CRM, their clients' purchase history, or other digital behaviors identified within their business. Those with marketing ...

The 2016 US presidential election is perhaps the biggest and most public failure of segmentation models in recent memory. Most models not only predicted Hillary Clinton's victory by a comfortable ...

Segmentation is a critical lever that direct marketers can pull to drive better results from their programs. When performed properly, marketers can use segmentation to customize their offer, creative, ...