Ed Lorenzini / Richard Rawson / Scott Chase
For decades, leading marketers have relied on consumer intelligence to better understand markets, audiences, and opportunities. Through segmentation, demographics, geography, psychographics, and predictive models, organizations moved beyond broad targeting and developed more relevant, effective strategies. These approaches remain valuable and continue to play an important role in modern marketing.Today, a new layer of consumer intelligence is emerging. The widespread use of mobile devices and connected technologies has made it possible to observe aspects of real-world consumer behavior that were previously difficult to measure, providing new visibility into how decisions develop over time.Beyond Segmentation explores how advances in location intelligence, identity resolution, and behavioral analytics are reshaping the way organizations understand consumers. Rather than relying solely on characteristics and modeled assumptions, businesses can increasingly incorporate observed behavior into their understanding of consumer decision-making.Through practical examples and industry insights, the book examines the evolution from traditional segmentation to behavior-first consumer intelligence. It explores the strengths and limitations of modeled intent, the growing importance of observed behavior, the role of timing in competitive markets, and the connection between consumer insight and measurable action.Written for marketers, researchers, agencies, and business leaders, Beyond Segmentation provides a framework for understanding how consumer intelligence is evolving-and what that evolution means for organizations seeking to identify opportunities earlier, engage more effectively, and compete in a rapidly changing marketplace.
