Data Deep Dive: The Art of Targeting

You see, no one is one dimensional, and we proved it with mathematics.

No One is One-dimensional
Obviously, these examples are just excerpts from a long playbook for the art of targeting. My intention is to emphasize that marketers must consider target, comparison and methodologies separately; and a combination of these three elements yields the most fitting solutions for each challenge, way beyond what some popular toolsets or new statistical methodologies presented in some technical conferences can acomplish. In fact, when the marketers are able to define the target in a logical fashion with help from trained analysts and data scientists, the effectiveness of modeling and subsequent marketing campaigns increase dramatically. Creating and maintaining an analytics department or hiring an outsourcing analytics vendor aren't enough.

One may be concerned about the idea of building multiple models so casually, but let me remind you that it is the reality in which we already reside, anyway. I am saying this, as I've seen too many marketers who try to fix everything with just one hammer, and the results weren't ideal—to say the least.

It is a shame that we still treat people with one-dimensional tools, such segmentations and clusters, in this age of ubiquitous and abundant data. Nobody is one-dimensional, and we must embrace that reality sooner than later. That calls for rapid model development and deployment, using everything that we've got.

Arguing about how difficult it is to build one or two more models here and there is so last century.