Profile the audience to segment and define it

Ali Little

Examines how audience insights can be used not only to make a campaign as targeted and tailored to the individual as possible, but also to outline where and when to invest media spend for maximum impact.

The death of demographics

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

Purchase journeys have fragmented far beyond our human capacity to follow them. Spanning across channels, devices, platforms and touchpoints, the evolution of this fragmentation has made the buying process a lot more difficult to interpret, and individual consumers a lot harder to reach. But what does this fragmentation really mean, and how can brands compete in the micro-moments era?

It was once a case of knowing which age groups mattered most. From the 16–24s to the...

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