Using Market Segmentation Effectively for EE Programs

How Efficiency Is Learning About Market Segmentation From Internet Giants and Political Campaigns

GreenTech Efficiency, October 30, 2014

Political campaigns are armed with detailed knowledge about every prospective voter. Data-driven analytics tell them how to communicate with you.

Amazon’s product suggestions are often eerily on target. Its servers shadow you as you shop to learn about your interests and preferences.

Google knows you. Algorithms hang onto your every search term to determine which ads will appear as you browse the web and use your favorite mobile apps.

However you may feel about such avid admiration, marketers value it highly. Displaying an ad in your search results is one thing; displaying a perfectly targeted message at just the right time is another. Call it creepy if you will — but marketers call it “market segmentation.”

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