Money, authority, desire, access
Also known as: money, authority, desire, access(MADA)
Money, authority, desire, access is a principle for segmenting the market when formulating a marketing strategy. The market is segmented according to the extent to which potential customers can afford a product (money), the extent to which a person can decide on the purchase (authority), interest in the product (desire) and access to the product (access). A marketing campaign ideally targets an audience that best meets all of these factors.
A principle similar to MADA is the BANT approach.
