From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

Learn why your target buyers aren’t responding to your marketing, and how customer interviews can uncover problems with targeting, messaging, buyer confidence, content and conversion.

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

For years, marketers have collected data about traveler behavior to better understand what they want and tailor experiences accordingly. However, as the path to purchase became more complex, travel ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...

After over 25 years in marketing, I learned that many targeting decisions aren’t driven by sound commercial logic. They are driven by faulty logic, a lack of empathy, and the recurring fantasy that ...