This is enormously helpful as we no longer need to rely on knowing your postcode before we can suggest what products and services you might buy. In fact, that notion just looks plain stupid now despite it still being widely used in traditional marketing. So longer do we see groups of 17-24 year olds or C2 demographics or single mothers or people living in EH13 postcode. Now we see people across all spectrums who share a love of cars, dark humour, 1980’s gadgets, rambling etc. This is going to make our life as marketers a great deal easier, we just need to tap into those loves and apply them appropriately.
Would be really useful if we had a web platform that recognised those communities and talked to them in a consistent manner…oh yes, that what VITES is used for 😉