One of the key challenges that marketing teams must solve is allocating their resources in a way that minimizes “cost per acquisition” (CPA) and increases return on investment. This is possible ...

K-means clustering is one of the most approachable unsupervised learning techniques for finding patterns in unlabeled data. With Python’s scikit-learn and pandas, you can prepare, model, and evaluate ...

Data-driven customer segmentation allows you to analyze if there are several distinct groups in your addressable market and what they are. Customer-centricity is the process of continuously optimizing ...

Fran Quilty, Conjura's co-founder and CEO, is an entrepreneur who has been part of the creation of businesses serving the eCommerce sector. For retailers, the digital age has ushered in many new ways ...

Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...

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 ...

Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

Ann Behan has 10 years-plus of experience researching, writing, and editing articles, white papers, and executing searches at the board level across various industries. Her expertise includes ...