The Work of Mad Men that Makes the Methods of Math Men Work: Practically Occasioned Segment Design

摘要: This study concerns the practical methods used to design segmentation models for digital advertising. I illuminate some of collaborative activities workers rely on create these web analytics based groupings. work remains overlooked as popularity automation and statistical segmenting customers continues grow. explain ways advertising customer is present a background expectancy while make segment composition decisions. approach meant complement established evaluative, technical, segments personas in marketing. may inspire similar approaches designing specific groups people working with large data sets. Incorporating customer-orienting practices processes could lead novel both targeting relationship management (CRM) software.