In this paper we address recent developments in, and applications of, customer segmentation techniques based on psychological factors, an area well developed in consumer marketing and increasingly ...

This paper describes how a particular psychological segmentation technique, the Conversion Model, has been used in business markets to identify customers who are either committed or uncommitted to ...

Since I joined the working world years ago, I’ve tailored the way I describe my job to whoever asks me “so what do you do for a living?” If the person asking is in the martech industry, for example, ...