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Summary
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Simplifying Web Segmentation
Empirical research shows it is content, above all, that lures consumers to any World Wide Web site and persuades them to return. To woo them successfully, a B2C—horizontal portal, mass marketer, and on-line community alike—must anticipate their content preferences, even without a clear picture of their tastes and circumstances. How can this be done?

The take-away: A recent McKinsey study shows that basic sociodemographic variables—age, employment status, family role, and household structure—provide a better indication of a consumer's broad content preferences than more widely tracked factors such as occupation and income. B2Cs using the basic variables have sharply increased the percentage of Web site visitors who become customers.
  


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