Is Purchase Based Behavior The Future Of Consumer Segmentation? With Anil Malhotra
The Overthinkers - A podcast by Rachel Mercer & Shann Biglione
Categories:
Consumer segmentation can be a dangerous exercise - get it wrong and your strategy could completely fall apart, going after the wrong kinds of consumers or simply impractical. Coupled with digital means of targeting, and it can also lead businesses to buying against the wrong people in media. This week, we're joined by Anil Malhotra from ad-tech company Bango, exploring the virtues (and limits) of purchase based segmentations.
