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Ha! Thanks Shanelle, really appreciated :)
Overall, values + demographics yield more useful data and tell a more complete story.
Thanks, Shu! And yes, I couldn't agree more.
I have a friend who happens to be a marketing lecturer and researcher, and I tell this to him all the time after I saw one of the assignments he was marking. Basically, the assignment didn't encourage students to combine the segmentations; demographic, psychographic, etc. No wonder most fresh-graduates aren't work-ready.
Snap! Keep on preaching, Dorian! I agree demographic-based segmentation is a waste of time IF it's not combined with other data. They are just, well, static data that doesn't really tell much.
I was about a month into an ecom side project when I decided to scrap it and invest the rest of my startup capital into Amazon's stock. I realized there was no way to compete without manufacturing the products myself.
Spot on. Behavioral segments are much more dynamic. We rarely change what we are (i.e. ethnicity, gender, etc.) and where we live, but we do change how we shop, browse, and socialize online.
The last time I only used demographic-based persona or segmentation was back in my college days. Safe to say, it's redundant when not combined with other data.
Totally agree! Demographic-based segmentation is a waste of time, not to mention inefficient if not combined with behavioral. You're practically serving content to non-active users/viewers just because they happen to coexist in the same demographic as your most active users/viewers.
Thank you for the post, it is very useful!
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