Using data to target customers has never been more controversial
Even within a given demographic category, there are many individual and customizable differences, such as personality, that shape consumer behavior. Beyond traditional personalization based on demographics, or consumer self-expressed desires, these novel kinds of customization claim to interpret basic human drives, match issue messaging with personality traits and thus significantly step up marketing effectiveness.
Publications
Author:
- Christopher Graves, Sandra Matz
KLA:
- Shopping
Type:
- Article