Very few companies have the budget or bandwidth to market to everyone. Even massive brands that are ubiquitously known still strategize to identify their target markets. That fact makes it all the more pleasantly surprising when a new segment—an audience actively interested in a company’s product or service—becomes apparent.
The opportunities for capitalizing on newly identified segments depends on the level of specificity a company can obtain about them—something that was previously limited via traditional aggregate data. The game-changer has come in the form of audience identity management technology.