Late last week, I was reading Andrea Fishman’s column at ClickZ on behaviour targeting and realized that it’s been a while since I last read an article on customer segmentation. I paused to think why. Is it because we’re in an individualist era, and don’t want to be boxed into a pre-defined category? Or does the access to terabytes of data just overwhelms us, and marketers simply don’t know where to turn anymore to identify the ideal audience for a given product? Either way, I decided we should start a customer segmentation series here at Kiwano’s blog, and hopefully provide a better direction to all the marketers out there – particularly the ones that have chosen to specialize in the sustainable and social markets. Read more…