Excellent article in NYT Magazine this past weekend about marketers' use of big data and increasingly precise segmentation of customers--as many as 30,000 segments, according to BlueKai, a data aggregator. The writer kicks off the article by describing his process of erasing his cookies and creating two separate online identities, and the far different advertising experiences he subsequently encounters. It makes me think about a question I have often had about big data advertising: at which point is the return on personalization of advertising not worth the expense. Is 500 personas a good number? How much will that move the needle? At any rate, a very interesting read.
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