Use personalised data at scale to reach an audience

Describes how sports drink Gatorade combined a survey with PII data to grow the brand among amateur sportspeople in India.

The death of demographics

This article is part of a series of articles on how to define and reach the audience. Read more.

Marketing and advertising have created a whole set of techniques to catch the proverbial 'elusive consumer'. From focus group discussions to quantitative surveys to using Big Data for segmentation and targeting, there has been no dearth of qualitative and quantitative techniques to define and target consumers. However, beneath it all, the question remains: how much do we really know about our audiences? Do we know enough to appreciate the fears, motivations and desires behind the actions...

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