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

Why it matters

We are entering a new era of consumer classification and identification where the data science industry is governed by ethics, privacy, CCPA and GDPR. The challenge remains the same – finding the magic combination of factors, hidden in data to reveal what a customer will do next.


  • There are six new interesting data sources – Google, Facebook, banks, telcos, Government and the open APIs of social media.
  • People constantly signal their beliefs and motivations by the communities they choose to be part of on social platforms in a way that can’t be seen or measured with pure transaction data.
  • This new way of looking at consumers is all about understanding and classifying based on “you are what you love” in the online world, paired with the offline world of geography and retail.

Understanding your customers