The Implications of Big-data Marketing: Bigger Than You Think
West Monroe
JULY 24, 2017
For details see Christl and Spiekermann 2016 (p. Sources: Kosinski et al 2013, Chittaranjan et al 2011, Epp at al 2011. Consumer segmentation was largely limited to characteristics such as age group, relationship category, and gender – categories so broad and vague as to be relatively meaningless.
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