Abstract:

This paper deals with the quest for targeting methods, more particularly targeting techniques from scanned data. Targeting is an essential part of the marketing process. It is common to distinguish two steps in the process: finding and identifying individuals who have a high potential for developing the brand; and doing so with the least possible waste in the titles available. Single source scanned data allows a third stage of the process: the confirming of marketing target after the campaign. It shows how targeting is crucial: the sooner we integrate the purchase behaviour and identify the “best” people to reach, the more efficient the campaign is. And targeting with precision and without waste is a key strength of magazines.