Buying TV by Age & Gender Isn’t Effective

If you’ve been buying TV based on the age and gender of the audience, you might be wasting your money. As CBS research guru David Poltrack said, ”There is no link, none, between the age of the specified demographic delivery of the campaign and the sales generated by that campaign.” Setting the stage for a spirited [...]

Putting Segmentation to Practice

Recently, Daniel Yankelovich and David Meer published an article in the Harvard Business Review on market segmentation. It’s a good explanation of segmentation’s power in capturing market opportunities and increasing a company’s understanding of it target customers.  They say: Fifty-nine percent of recently surveyed companies executed a major market-segmentation initiative in the previous two years. [...]