Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

Smarter segmentation starts now. AI connects scattered customer data to allow more precise, real-time audience targeting across every channel. Online meets offline. Linking digital behavior with ...

AI spotlights pain points. AI-powered customer analysis uncovers hidden frustrations and helps brands refine messaging, improve CX and reduce churn. Smarter segmentation wins. AI-driven customer ...

“Pulse is a breakthrough data product that will greatly improve segmentation and targeting around the globe,” said Peter Stark, executive vice president of Veeva Data Cloud. “We look forward to ...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

When I initially studied Principles of Marketing by Philip Kotler at university, it felt like I was given a compass for navigating the business world. For more than 25 years, as both an assistant ...