Marketers need to understand their customers’ individual personalities and situations, as well as their online browsing preferences, in order to deliver them the right messaging at the right time.
Data is helping advertisers and brands know their audience and gain insights into customer behaviour. But for companies to use data successfully they need to understand the consumer on an individual level in addition to knowing what they search for online.
https://www.telegraph.co.uk/business/business-reporter/customer-segmentation/
