The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...

Annie Wilson is a senior lecturer of marketing at the Wharton School of the University of Pennsylvania. Ryan Hamilton is an associate professor of marketing at Emory University’s Goizueta Business ...

Your business serves a wide range of customers with unique interests and needs. One message will not appeal to everyone, but businesses can’t personalize marketing campaigns for each customer. Instead ...

Everything you need to know about personas, segmentation and fueling customer insights with data. Many brands use personas and persona-inspired segments in conjunction with analytics to uncover trends ...