Chapter 1
Why?
M3 and A5
The consumer is his digital device. If you buy into this, then you get what machine-to-machine marketing (M3) and anonymous advertising apps anywhere anytime (A5) are about. Marketing to machines is easier than marketing to humans: devices do not evolve or change, do not divorce, do not go on unemployment, or do not file for bankruptcy. Machines are stationary targets to M3 marketers and A5 programs.
Human attributes, such as income, marital status, and age, are really not very reliable to use in the modeling of consumer ...
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