Connecting Online and Offline Customer Profiles to the Real World

Building trust in data science, not just going on gut feelings

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When it comes to precision targeting, there simply is no substitute for modeling.

Many marketers have descriptions of their customers in their minds, and some might have completed extensive segmentation work to back up their assumptions. Some will even go further and try to select target prospects based on such descriptions, which may read something like: “Our target is affluent young millennials who are highly educated, environmentally conscious, and digitally savvy early adopters.”

Such descriptions are always helpful when you are developing marketing narratives.

Gaps between segment descriptions and targeting rules

Trouble ensues when trying to convert such qualitative statements into actual selection logics.



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