"Netflix uses one predictive algorithm worldwide, and it treats demographic data as almost irrelevant.
“Geography, age, and gender? We put that in the garbage heap,” VP of product Todd Yellin said. Instead, viewers are grouped into “clusters” almost exclusively by common taste, and their Netflix homepages highlight the relatively small slice of content that matches their taste profile.
Netflix (nflx) seems to have discovered (or built on) a powerful insight from sociology and psychology: That in general, the variation within any population group is much wider than the collective difference between any two groups.
There’s a huge, crucial lesson here for other businesses—and perhaps a slightly scary reality for consumers. In the era of big data, consumer profiling can’t rely on broad categories like race or location. To target the customers who want what you’re offering, you have to get past the surface and see what really makes them tick."
quarta-feira, abril 12, 2017
Para quem quer seduzir clientes, para quem quer identificar os clientes-alvo, cuidado com a segmentação "Netflix says Geography, Age, and Gender are “Garbage” for Predicting Taste":