Article: Demographics are Garbage

I like this provocative ‘Demographics are garbage’ piece from Kevin Shulman of Donor Voice, which was inspired by Netflix releasing their data-driven discovery that “geography, age and gender are garbage for predicting taste.” Shulman applies this to the charity sector, highlights our unfortunate tendency to do inch-deep A/B split tests, and asks how can we break out of the habit of treating donors “as widgets on an assembly line”.

Digital gives us the ability to segment people based on behaviour and tastes, and Shulman recommends a mindset shift in NGOs.  What do you think?

Reminder: we previously featured an amazing profiler tool from YouGov that helps us to learn more about audiences and their tastes.  UK based but still very useful.

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About the Author: Jean

Jean O’Brien is a digital communications expert and designer, who has almost a decade of experience working as an online specialist with Irish charities.

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