The death of demographics

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

We are witnessing a growth in the volume of segmentation research being conducted right across our client base. This is perhaps surprising given the recent negative sentiment about segmentation expressed by marketing academics like Byron Sharp. So what's driving this trend? A key factor has been the volume of data generated by modern digital platforms, embedded sensors and mobile devices, which is doubling every three years. Companies that own or access this kind of deterministic first-party data absolutely love it. It enables them to precisely segment consumers on the basis of real purchase or engagement behaviour. In comparison, broad-brush demographic targeting of age and gender segments is often perceived as hopelessly probabilistic and obsolete. This is a mistake.