Good morning, Marketer, should you be looking into what you overlook?
Marketers look for the big trends — the behaviors, beliefs, actions, media, etc., having a significant impact on the largest number of the target audience. If the ones not being affected make up a large enough percentage, then marketers look at that, too. However, if the split is lopsided — let’s say 96% and 4% — the smaller group gets overlooked.
While that makes sense for targeting, it can be a mistake when it comes to learning. In an article today, Greg Krehbiel explains why you should pay attention to those edge cases and how they can impact your marketing strategy.
Constantine von Hoffman,
Managing Editor
