The Art of Segmentation

This week, we focused on audience segmentation. It's a really interesting concept to generate data based on geographic location, habits, hobbies. If I'm understanding it correctly, it's kind of similar to how those ads end up on the sides of your screen when you are on facebook. Some mysterious source (I really don't know what it is exactly...) follows what I search on my computer and like magic I get related ads and links on the sides of my screen. For example, if I go on forever21.com one too many times, my side panels become flooded with where I should shop for new clothes and find great deals. I, like Stephanie, had no idea when asked about my zipcode, stores were tracking my behaviors. I agree with Megan. I was sure it was because they wanted to see how many consumers came from certain areas so they can send me "junk" mail.

Buuut...in someways, to me, this concept of clumping audience data can act as a double edged sword. A good way to explain it is thinking about stereotypes. They are usually generated for a reason (not to hate on Asian drivers or Indian engineers), but they aren't always accurate. I think it's important to realize that clumping can be more effective and cost efficient, but what we should remember is not all Asians are crazy drivers, and not all Indians become engineers...some become Doctors. :D okay not all become Doctors either...some go for their MPH like myself. :P

Overall the concept of segmentation is great, if used properly. There are more and less effectives way of segmenting, like our articles says. Sometimes demographics play a vital role in tailoring a message, but sometime the stronger impact is based on beliefs. I guess, the best way to segment, is to look at what's been done and proven effective, and conduct formative research and effectively analyze your own results. Then take both results and combine them to create your own summary of your target audience. Or at least that's what I'm hoping.