In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

A/B-testing should help you get better results—not waste your budget. But without structure or a clear hypothesis, it often becomes a series of tests of random changes. The key is to focus on the ...

An increasing number of Web marketers are turning to multivariate testing as an effective means to determine the optimal set of content on their sites. Marketers are testing variations of everything ...

Deshpandé, Rohit, and Rajendra K. Srivastava. "Corporate Lobbying as Marketing Communication: Utilizing Multivariate Analysis for Segmentation Strategies." Special Issue on Proceedings of the Second ...