Segmentation
This article is part of a series of articles from the WARC Guide to Segmentation. Read more.
The beginning of the end of personalisation as we know it
We are just at the start of a period of epic disruption of the entire marketing ecosystem by machine learning. It is starting in digital performance advertising, but it will work its way up through the marketing and advertising ecosystem. It will replace the need for targeting, segmentation and manual optimisation in the near horizon and then eventually it will be at the heart of the creative process. It...