Looking at customers through a behavioral lens is considerably different than looking at them through the familiar demographic or even psychographic lenses. The biggest problem that Jason Rushin, director of marketing for behavioral analytics software firm Quantivo, runs into with companies is “they they are stuck in their traditional ways of looking at customers.” That’s one reason he and Quantivo joined with book publisher Wiley to produce “Behavioral Analytics for Dummies,” part of the familiar Dummies series but aimed at marketers who are stuck segmenting their audiences by age range, geographics, and whether they are male or female.
Source:Dumbing Down Behavioral Analytics
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