Generational segmentation plays a critical role in understanding consumer behavior—especially in experiential marketing, where relevance and connection are key. Marketers often turn to generational models to anticipate how different...
Tag: segmentation
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The Importance of Alignment: Coordinating Consumer Segmentation, Reach and Brand Interests in Experiential Marketing
One of our key objectives in marketing analytics is to show the campaign “reach.” “Reach” is how often the target consumer is reached at experiential events. Measuring “reach” ensures...
Going for Deep Segmentation in Spirits Event Marketing
If you read my blog posts regularly (okay, semi-regularly… once in a blue moon?) you know that much of our research is in the spirits industry. Whiskey, vodka, liqueur, you...
Research Terms in Experiential Marketing Analytics
Experiential marketing research is a powerful tool. But, it’s oftentimes misunderstood. Unless you’re a researcher (or a research junkie), your eyes may likely glaze over when terms like sample...