Living Personas: Consumer segmentation designed for media activation

Jean Paul Edwards, chief product officer OMD outlines how a new approach to segmentation tapping into qual and quant data as well as social listening is optimising insight that can be activated through programmatic channels.

Segmentation

This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

The legacy segmentation model was simple. Lifestyle and socio-demographic audiences would be translated into buying audiences against which we woul

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