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 ...

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 ...

The most important set of decisions any corporation can make are those involving selection--of products and services to provide, of customers and of the channels through which it will market them.