Segmentation—the process of identifying specific customer groups—is imperative for personalized marketing and communications. Often, segmentation projects entail large-scale market studies that divide ...

The 2016 US presidential election is perhaps the biggest and most public failure of segmentation models in recent memory. Most models not only predicted Hillary Clinton's victory by a comfortable ...

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Search Engine Land » PPC » Detailed demographics in Google Ads: Targeting with precision Chat with SearchBot Please note that your conversations will be recorded. You’ve probably played around ...

Marketers have long relied on this data to craft tailored messages for specific groups. However, recent studies from Adlook have cast doubt on its precision and reliability, prompting a ...