More misses than hits as bad data drives wrong advertising strategies

Marketers using digital consumer profiles based on online browsing records often fail to reach the right people

20th October, 2019
Peter Weinberg and Jon Lombardo, global leads at LinkedIn’s B2B Institute

Jon Lombardo got quite a shock when he finally researched his own online portfolio. Attempting to check the personalised information marketers use to target customers online, he discovered his was somewhat inaccurate. “I found out I was a woman with three kids who drives a Subaru. I’m a man, I don’t have any kids and I’ve never owned a car,” he said.

Lombardo is global co-lead at...

Subscribe from just €1 for the first month!


What's Included

With any subscription you will have access to

  • 971569B3-2C5E-4C45-B798-CEADE16987A8

    Unlimited multi-device access to our iPad, iPhone and Android Apps

  • 099C8662-C57C-42F2-9426-F2F90DF17C8F

    Unlimited access to our eReader library

  • 198AE43B-B9CF-4892-8769-D63C2104BA08

    Exclusive daily insight and opinion seven days a week

  • D8F37B78-25E4-4E4A-A376-4F5789B1564A

    Create alerts to never miss a subject that matters to you

  • B15F2521-37CD-4E02-B898-730A20D39F7F

    Get access to exclusive offers for subscribers on gifts and experiences

  • A564FE02-1AB8-4579-AF9D-BA32A2E5ACA7

    Get content from Business Post, Business Post Magazines, Connected, Tatler and Food & Wine

Share this post

Related Stories

Content is king – just ask Netflix as rivals attempt to steal its crown

Tom Maguire: Tax changes we make now could help business for years

The Daily Briefing