Living Personas: Consumer segmentation designed for media activation

Jean Paul Edwards, chief product officer OMD outlines how a new approach to segmentation tapping into qual and quant data as well as social listening is optimising insight that can be activated through programmatic channels.


This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

The legacy segmentation model was simple. Lifestyle and socio-demographic audiences would be translated into buying audiences against which we woul

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