An insight into how we can better segment consumers based on social data using alternative methods to traditional social listening.
By Kevin Gray
Marketers need to segment. We have to find the most profitable consumer groups for our products and concentrate our marketing efforts on these segments. Everyone knows that.
In fact, this general idea, while intuitively sensible, is not without its sceptics. But first let’s turn back the clock and take a quick look at the history of segmentation. The basic idea most likely dates back to antiquity, as it’s hard to imagine that successful Greek or Roman merchants did not size up patrons at least in some informal way.