| _version_ | 1866901983348129792 |
|---|---|
| author | Tkaczynski, Aaron |
| author_facet | Tkaczynski, Aaron |
| contents | <ul> <li> <p><strong>Segmentation isn’t just marketing—it’s strategy.</strong> Used well, it aligns event design, communications, and experience with audience needs, boosting impact and Return on Investment.</p> </li> <li> <p><strong>Big data is transforming how we understand audiences.</strong> Social media, geolocation, and predictive analytics enable more precise and dynamic segmentation than ever before.</p> </li> <li> <p><strong>Event-goers aren’t the only segment.</strong> Residents, sponsors, suppliers, and staff all have divergent interests—successful events must balance and integrate them.</p> </li> <li> <p><strong>Smaller events and mega-events face different segmentation challenges.</strong> But all require clear strategic intent and a deep understanding of audience motivations.</p> </li> <li> <p><strong>Misuse of segmentation can marginalise or exploit.</strong> Ethical use demands ongoing reflection, transparent goals, and attention to equity—not just economics.</p> </li> </ul> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_15342219 |
| institution | Zenodo |
| language | |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | STOP GUESSING — SEGMENT SMARTER Tkaczynski, Aaron <ul> <li> <p><strong>Segmentation isn’t just marketing—it’s strategy.</strong> Used well, it aligns event design, communications, and experience with audience needs, boosting impact and Return on Investment.</p> </li> <li> <p><strong>Big data is transforming how we understand audiences.</strong> Social media, geolocation, and predictive analytics enable more precise and dynamic segmentation than ever before.</p> </li> <li> <p><strong>Event-goers aren’t the only segment.</strong> Residents, sponsors, suppliers, and staff all have divergent interests—successful events must balance and integrate them.</p> </li> <li> <p><strong>Smaller events and mega-events face different segmentation challenges.</strong> But all require clear strategic intent and a deep understanding of audience motivations.</p> </li> <li> <p><strong>Misuse of segmentation can marginalise or exploit.</strong> Ethical use demands ongoing reflection, transparent goals, and attention to equity—not just economics.</p> </li> </ul> |
| title | STOP GUESSING — SEGMENT SMARTER |
| url | https://doi.org/10.5281/zenodo.15342219 |