Marketers looking to up their personalization game have been embracing a new tack: creating personalized offers for consumer communities. The approach is called identity marketing, and it has a secret weapon that traditional segmentation strategies don’t: members of a consumer community are deeply connected. When they hear about a good deal, they spread it through ...

The days of growing a business by acquiring new customers as cheaply as possible are over. True profitability will only come when you do the hard analysis to identify your best customers, serve them incredibly well, and ignore the rest. This is the path to maximize the value they bring to your company.  So says ...