Unsegmenting vs suppression segments

Initially, when we think of segments (or clusters) for ad segmentation, we think of ever-growing groups of cookies. Simple use case like purchasers, visitors to our website, subscribers to a newsletter or owners of a device fit in this model. However, advanced (and not so advanced) use cases do not work well with this model, where we have visitors entering and leaving regularly a segment, so a segment can shrink in size:

  • Retargeting dropped baskets: the moment someone places an order, you do not want to retarget him again
  • Customers of a mobile operator: it is very common nowadays to switch to a different provider frequently
  • Age group: ever day, visitors enter one particular age group or leave it, as people grow older

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Bridging the gap between marketing and IT

My job as an Adobe Analytics consultant has involved, very often, bridging the gap between these two worlds. I have seen myself many times as a translator: getting a message from the marketer, translate it into technical terms and communicating it to the developers; and vice-versa. My developer background has helped me a lot in this case. In quite a few cases, I have been requested to join meetings just to make sure that the IT team understood what the marketer wanted. It does not help either the fact that web analytics is not considered as important as it should be.

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