Why does marketing growth stall?

Marketing growth stalls when the audience understanding underneath campaigns is too shallow to sustain performance. Most strategies rely on demographics and behavioral data that explain who customers are and what they do, but not why they make decisions. When that foundation is weak, creative, targeting, and messaging all hit a ceiling that no amount of optimization can break through.

What is values-based customer segmentation?

Values-based customer segmentation groups audiences by the personal values that drive their purchase decisions, such as worldview, regional culture, and generational identity. Unlike demographic or behavioral segmentation, it reveals why customers choose certain brands and respond to certain messages, and because values cluster geographically, segments can be activated immediately through location-based targeting.

What is the Three-Lens Model?

The Three-Lens Model is a customer segmentation framework that identifies audience values through three reinforcing dimensions: worldview (beliefs and priorities that shape decisions), regional culture (geography-rooted values shaped by history and shared identity), and generational identity (life-stage values and evolving priorities). All three dimensions map to geography, making them immediately actionable in media planning.

How does values-based segmentation work without personal data?

Values-based segmentation works without personally identifiable information because personal values cluster geographically. Segments can be mapped to ZIP codes and activated through location-based targeting across channels including CTV, programmatic, direct mail, paid social, and more. No individual customer records or PII are required.

Why B2C Marketing Hits a Wall (And How to Fix It)

top of page

Free Trial

bottom of page