Mapping passions with postcodes to identify lookalike audiences

Edwina Dunn, data science pioneer, outlines a new approach to segmentation combining postcode data with social likes.

Segmentation

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. 

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands