Database Reference
In-Depth Information
Targeted marketing and customer segmentation
In a manner similar to recommendations, targeted marketing uses a model to select what to
target at users. While generally recommendations and personalization are focused on a one-
to-one situation, segmentation approaches might try to assign users into groups based on
characteristics and, possibly, behavioral data. The approach might be fairly simple or might
involve a machine learning model such as clustering. Either way, the result is a set of seg-
ment assignments that might allow us to understand the broad characteristics of each group
of users, what makes them similar to each other within a group, and what makes them dif-
ferent from others in different groups.
This could help MovieStream to better understand the drivers of user behavior and might
also allow a broader targeting approach where groups are targeted as opposed to (or more
likely, in addition to) direct one-to-one targeting with personalization.
These methods can also help when we don't necessarily have labeled data available (as is
the case with certain user and content profile data) but we still wish to perform more fo-
cused targeting than a complete
one-size-fits-all
approach.
