Kirk Borne, Professor, COS. Photo by Creative Services/George Mason University
The End of Demographics
- CLUSTERING POPULATIONS
INTO SMALL GROUPS OF
PERSONAS CAN LEAD TO
HIGHLY PERSONALIZED
MARKETING. - TO TRANSFORM A
MARKETING ORGANIZATION
INTO A DATA-DRIVEN
ORGANIZATION, USE ALL
THE DATA YOU COLLECT,
TAKE ADVANTAGE OF
PUBLICLY AVAILABLE
DATA FOR CONTEXT, AND
MOVE WELL BEYOND
DEMOGRAPHICS.
“Your company is already capturing all the data it needs to define personas.”
I’m a white guy, over 50 years of age, living in a particular ZIP code with a lot of other people who answer to similar descriptions. A unified marketing campaign should reach all of us with equal effectiveness, and we should all be equally responsive. Right? Well, maybe not.
This is an excerpt from Data Disruption. The eBook was generously sponsored by Mighty Guides.
