This article discusses the potential of market segmentation using Facebook Ads. Why is segmentation needed? Segmentation is one of the most fundamental concepts in marketing. Its goal is to identify the best match between the firm’s offering and the market, i.e. find a sub-set of customers who are most likely to buy the product and who therefore can be targeted…
Associate Professor (tenure track) at the University of Vaasa, and Adjunct Professor at the Turku School of Economics. Based in Finland.