This article is part of a series of articles from the WARC Guide to Segmentation. Read more.
Understanding your customers
We have been exploring how to better understand customers and purchase behaviour through data for over 30 years. I was one of the pioneers.
Data science used to be constrained by the boundaries of what technology allowed and the trained, available talent pool. Now it is governed, not by technology or processing power but by ethics, privacy and GDPR.
There are some golden rules I’ve learned over these years of transformation;
- All data is not...