Beyond Segmentation: The Future of Consumer Intelligence - Softcover

Rawson, Richard; Chase, Scott; Lorenzini, Ed

Softcover

ISBN 13: 9798992601619

Publisher: Analyze Corporation, 2026

Synopsis

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, and how the two can work together to provide a more complete picture of consumer intent.

Inside the book, you'll explore:

* Why traditional segmentation remains valuable, and where its limitations begin
* The difference between modeled intent and observed behavior
* How location intelligence can reveal meaningful real-world consumer activity
* How identity resolution connects behavioral signals to actionable audiences
* Why timing can matter as much as targeting in competitive markets
* How observed behavior and traditional consumer intelligence can complement one another
* How behavioral audiences can be activated across digital advertising, CRM, email, and direct mail
* How real-world response can help organizations measure marketing performance
* Why the traditional marketing funnel is becoming less useful for understanding how consumer decisions actually develop
* A behavior-first framework for recognizing emerging intent earlier and turning consumer intelligence into measurable action

Written for marketers, researchers, agencies, and business leaders, Beyond Segmentation provides a practical 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.

About this title

About the Authors

Richard Rawson, Psy.D., MBA is a marketing strategist and author whose background in behavioral science informs his work in consumer behavior, audience intelligence, and marketing strategy. He has spent more than two decades helping organizations translate complex data into practical approaches for understanding consumers, developing audiences, and improving decision- making.

Scott Chase is Chief Technology Officer of Analyze Corporation. With more than twenty years of experience in large -scale data systems, cybersecurity, and product development, he leads the technical architecture behind Analyze360(R) and Pinpoint(TM). His work focuses on transforming complex datasets into scalable platforms for consumer intelligence and audience analytics.

Ed Lorenzini is Chief Executive Officer of Analyze Corporation and has spent more than thirty years working in data analytics, consumer intelligence, and program management. His experience spans both commercial and government sectors, with a focus on helping organizations use data to better understand markets, audiences, and emerging opportunities.

Edition details

• Publisher: Analyze Corporation
• Publication date: 2026
• Language: English
• ISBN 13: 9798992601619
• Binding: Paperback
• Number of pages: 177