Abstract:

Digital Segment Targeting is the name we give to a new set of techniques that involve scaling up attitudinal data via lookalike modelling to identify a large constituency within the general population that are likely to have the same attitudes, and hence behaviour in similar and predictable ways. Data Management Platform companies have built profiles of millions of consumers based on their online activity, social media profiles, purchase behaviour and of course demographics. When we add to these our expert understanding of values, motivations and attitudes, we can unlock the true potential of both the market research and digital marketing industries - allowing digital marketers to target the most appropriate people and dramatically improve their relevance, acceptability and effect.