IRI cautions against “micro-targeting” or too much of a good thing

Marketers need to make sure they do not sacrifice the scale needed by campaigns in favor of targeting consumers at too tight a level.

Among the “hundreds of different things” that a brand marketer might review in examining data assets is what Nishat Mehta, IRI’s president/media, calls “quality scale.”

“You want scale,” he proposed to the 550...

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