Last night, 50 Wharton alums gathered in downtown Boston to hear Professor Peter Fader speak about “The Paradoxes of Interactive Media”. Of special interest were Dr. Fader’s comments on how target marketing has changed. His message: when profiling your most promising prospects, focus on differences in behavior rather than demographics.
To illustrate his point, Dr. Fader looked at the data underlying a study that concluded that Hispanics were more likely to purchase DVDs than Caucasians. He began by acknowledging that the conclusion was accurate–but not particularly useful.
Lies, Damned Lies, and Statistics
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