Modern business runs on data

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This morning, my wife Tatijana Shmidt noticed a fascinating advertisement on her Smartphone. The ad, for LendingTree, depicted a mixed-race family with one child.

While it could be coincidence, this got us to thinking if she was shown the advertisement because she has a Russian name and Facebook knows she is married to me. And have they figured out we have one child? Do they know we own our home too?

The promise of big data is that advertisers can identify a micro target of a population and create content that is designed especially for them.

This ability rewards marketers who understand that buyers can’t be split according to the old rules of race, gender, age, and income.