Good stuff, here. How targeting consumers - like over-reliance on black and white reading of metrics - can sometimes backfire when looking at your overall marketing strategies.

Missing the Mark – When Targeting Backfires

Abstract:

The growing availability of behavioral data, sophistication of measurement tools, and increase in opportunities to provide targeted content are all contributing to significant growth in behavioral targeting programs. In less than 30 seconds, you can create Facebook ads segmented to a specific city, gender, and even relationship status. All of a sudden, marketers are scrambling to deliver even more customized content, across multiple screens, to an increasingly sophisticated audience.

When it works, it can be an incredibly effective tool. But, at times, these educated guesses about what a user will respond to fail. Miserably.

Read the full article here: http://www.clickz.com/clickz/column/1740446/missing-mark-targeting-backfires