Capitalizing on Customer Insights
To stimulate growth in today’s marketing environment, companies must identify and prioritize opportunities at points where proliferating segments, channels, and product categories intersect.
Content: Article | Authors: John E. Forsyth, Nicolo’ Galante, Todd Guild | Source: McKinsey Quarterly | Subjects: Customer Related, Marketing / Sales
Segmenting the e-market
McKinsey and Media Metrix analyzed on-line behavior using a sample of the most active on-line consumers in the Media Metrix US panel of 50,000 users to categorize six segments: Simplifiers, Surfers, Bargainers, Connectors, Routiners, and Sportsters.
Editor’s Note: This research was done in 2000 so I wonder if it holds up today; nonetheless the categories are interesting and I think of some value.
Content: Article | Authors: Johanne Lavoie, John E. Forsyth, Tim McGuire | Source: McKinsey Quarterly | Subjects: IT / Technology / E-Business, Marketing / Sales