Knowing Your Audience

In a recent post by Renee DiResta titled Demographics are dead: the new, technical face of marketing she explores how using only demographic data is an outdated way to know your audience. DiResta accurately points out: “The era of demographics is over. Advances in data mining have enabled marketers to develop highly specific profiles of customers at the individual level, using data drawn from actual personal behavior and consumption patterns. Now when a brand tells a story, it has the ability to tailor the narrative in such a way that each potential customer finds it relevant, personally.” We all...