Floran Calvet

Customer Segmentation

Customer segmentation What is customer segmentation? Customer segmentation is the process of dividing customers into groups, based on some common attributes or characteristics they have. Within business-to-consumer (B2C) marketing, we typically use demographics such as age, gender or location in order to group customers into segments. However, we can also use data relating to behavioural …

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The State of Marketing Planning Whitepaper

Introduction Marketing planning and execution management are business practices and processes that are foundational to achieving marketing results, whether your desired outcomes are revenue, ROI, or as specific as channel performance. There are established best-practices that are widely acknowledged to support the achievement of better outcomes like using data insights to inform decisions and agile …

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Demonstrating Sustainable ROI

Search Engine Journal recently released their first State of SEO Report, and it certainly makes for some interesting reading.   Their survey of over 2,000 SEO professionals covered everything from the opportunities for growth off the back of the pandemic, to salaries, to what will be the most important ranking factor in the future.  Two things really stood out to us.  Misplaced Priorities? The first and most glaring detail was that only 10.6% …

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