Psychographic segmentation has been out of favour for a while despite its obvious usefulness, but combining it with behavioural and addressable data creates a potent mix that could make targeting supremely effective.
In many ways, 2016 seems like a lifetime ago. Cast your mind back to February 2016 and you will recall a very different place. We had the effortlessly cool and immensely reassuring figure of Barack Obama making most of us feel like the free world was in safe hands. The UK was an established and essential member of Europe and, aside from a few right-wing nutters, the future of the British Isles was inextricably and irrevocably entwined with our Euro-cousins.
And then it all changed. First, Brexit took this country by storm on that overcast day in June. A few months later, despite pussy-grabbing and wall-building his way through his election campaign, the Donald duly became the 45th president of the United States.
Bron en volledig bericht: Marketingweek