June round-up

June was a very weird month. Following some health problems, I had to take time off at the start of the month. Really off –the ‘not-even-reading-a-book-kind-of- being-off' off. That means that I failed to achieve most of the things on my To Do list. Still, there were some highlights during the month. Researching … Continue reading June round-up

Challenges of using social media in target marketing

I wrote before about the findings from research conducted by myself, Moira Clark and Paul Fennemore on how social media enables organisations to obtain very detailed insight about markets and target customers, and to deliver tailored propositions. However, at the moment, there are still a number of challenges preventing organisations from achieving the potential value … Continue reading Challenges of using social media in target marketing

New paper: Segmentation practices in the age of the social customer

I am delighted to let you know that the paper ‘Segmentation practices in the age of the social customer’, which I co-authored with Moira Clark and Paul Fennemore, has been published in the Journal of Strategic Marketing. It is available here. The paper reports on research that we conducted into whether traditional segmentation approaches are … Continue reading New paper: Segmentation practices in the age of the social customer