Geodemographic targeting, which has not changed much since the 1970s, needs to combine with more dynamic data sets to create a complete picture of consumers.
The complexity of personalisation achieved by Tesco Clubcard for loyal shoppers still outshines even the most sophisticated of web operators, writes the scheme's co-founder.
Clive Humby, a key architect of Tesco Clubcard and chief data scientist at Starcount, explains why sub-brands will prosper in the age of social media.
In his second article about running a data warehouse, Clive Humby looks at what is worth storing and how best to use it
A data warehouse can transform your business. Clive Humby reports on the benefits and potential pitfalls