We all use the best information to help make better data-decisions. Often the information at hand isn’t complete or perfect, but it helps to guide us in the right direction. But what if we discover that the data and approaches we’ve been using for a long time have not only not helped, but they’ve actual hurt our ability to drive the types of results we want?
Unfortunately, this is frequently what’s happened with traditional segmentation. Marketers have had access to demographic data and have used it to target consumers and tailor offerings that satisfy those demographic differences.
Technology’s ability to reach individuals in a more targeted manner has demonstrated the need for the long tail and has shown us that people with wildly varying demographic backgrounds can have common interests and needs. By tapping into those needs, marketers can predict behaviours and interests to create more meaningful, lasting relationships between consumers and products.