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.


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.  I was one of the pioneers.

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There are some golden rules I’ve learned over these years of transformation;

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