DMNews

Why consumer segmentation captures behavior but misses motivation

In 2014, Experian Marketing Services released research identifying six distinct deal-seeking consumer segments. The ...

Predict Consumer Behavior with Effective Behavioral Modeling Techniques

Discover how behavioral modeling helps predict consumer actions using spending data, enabling businesses to refine targeting and enhance risk assessment.
Kellogg School of Management

A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation

Citations: Tybout, Alice M., John Hauser. 1981. A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation. Journal of Marketing. (3)82-101.
Forbes

AI Search Is Reshaping Consumer Behavior And Brands Must Adapt

Forbes contributors publish independent expert analyses and insights. Gary Drenik is a writer covering AI, analytics and innovation. Consumer behavior is undergoing a massive shift as generative AI ...