All articles by Horacio D. Rozanski
Seize the Occasion: Usage-Based Segmentation for Internet MarketersMarch 20, 2001 Marketers fail when they segment Web users on demographics alone. Our study of click-stream data reveals seven usage-based segments that correlate to users' online moods and goals. They can be a powerful tool in crafting effective Web strategies.by Horacio D. Rozanski, Gerry Bollman, and Martin Lipman
Brand Zealots: Realizing the Full Value of Emotional Brand LoyaltyOctober 1, 1999 Great brands have fanatical followers who can insure the brand endures. Make sure your biggest fans don't become your greatest enemies.by Horacio D. Rozanski, Allen G. Baum, and Brad Wolfsen
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