Even as online advertising continues to grow, a central question remains: Who to target? Yet, advertisers know little about how to select from the hundreds of audience segments for targeting (and combinations thereof) for a profitable online advertising campaign. Utilizing insights from a field...

Pterocarpus erinaceus Poir. appears among the woody species of the Soudano-Guinean to Soudano-Sahelian zones with very high food, medicinal and commercial potential. This Fabaceae still lives in the wild and is overexploited. The objective of this study was to contribute to the domestication of...

Market segmentation is crucial for companies to identify unique customer groups and develop tailored products and services. However, recognizing underutilized market segments requires extensive research and data analysis. To address this challenge, we propose a new systematic data-driven...

Segmentation and targeting are cornerstones of marketing and advertising. While it is common to segment and target customers based on demographic characteristics, these practices may seem increasingly at odds with recent cultural movements (e.g., #MeToo, Black Lives Matter). Yet research to date...

A monopolistic seller possesses an inventory containing distinct products, each consumer wishes to buy a single product, and the seller can steer consumers’ choices. We fully characterize the producer-consumer surplus pairs induced by market segmentation when the number of products is large....