Nonhierarchical partitioning techniques are used widely in many marketing applications, particularly in the clustering of consumers, as opposed to brands. These techniques can be extremely sensitive ...

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 ...

One of the most frustrating answers to the question “who is your audience?” is all too common in higher ed — “everyone.” But that answer doesn’t help anyone. Colleges and universities do serve a wide ...