One Size Fits Some: “Little Big Data” and The Evolution of Nonconscious Consumer Segmentation
Conventional consumer segmentation strategies typically rely on explicit measures to differentiate shoppers using broad definitions such as need state and trip type. Unfortunately, this approach often proves limiting in its ability to target effective marketing to all consumers within a given segment.
In this session, we will present new research that provides important new directions for consumer segmentation strategies. Through the integration of implicit and behavioral measures within existing segments, we have revealed a higher resolution lens by which to define consumers and ‘narrowcast’ marketing content.