Topic

Customer segmentation

Every post on the Index about customer segmentation.

2 posts

Marketing Measurement · July 6, 2026

No single channel answers the K-shaped advertising economy

Todd argues the K-shaped economy shows there is no one winning channel, not that Connected TV is the answer. Models that average responses across diverse customer segments mislead, so measurement should treat investments, customer responses, and outcomes as one system.

By Todd Kirk

Marketing Measurement · July 6, 2026

Averaged marketing metrics hide diverging customer behavior

Todd uses a MediaPost piece on the K-shaped ad economy to argue that marketing measurement leans too heavily on averages. Segments respond to price, merchandising, assortment and media differently, so models should capture that variation instead of compressing it.

By Todd Kirk