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Don’t steal data, ask for it

The Dark Art of Audience Segmentation Until now the underpinning method for audience building and segmenting is to simply capture as much data about customers as possible. It’s a dark art that, as we have now seen many times, can cause massive damage to a brand once those methods have been exposed. Since the Cambridge Analytica fiasco, customers are far more prudent as to what data they are willing to exchange in return for offers […]