segmentation

Marketers are increasingly being tested against their ability to deliver personalised customer experiences across multiple channels. There is a good reason for this – it has proven to be more effective. Targeted campaigns deliver much higher conversion rates than batch and blast efforts. Unfortunately, too often the foundations on which

We work in an increasingly complex programmatic world with viewability, cookie deletion, cross-device attribution and third-party data-enriched DSPs to deal with. So when you introduce a DMP to a marketer, they either shrug at the need of adding another layer to ad-tech, or just call it out as the last

  Customer segmentation is a tried and true part of the marketer’s arsenal. Widely used to drive differentiation in brand communications both above and below the line, segmentation is traditionally sample-based and insight-focused — designed to build marketers’ understanding of who their customers are and how they relate to brands