The Future of Marketing Looks Like the Netflix Algorithm

Every company could learn from Netflix’s approach toward personalization and social behavior

Ana Andjelic
Marker

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Photo: Westend61/Getty Images

CConsumer personas—fictional customer character models built by marketers—are like horoscopes: “Nicole is careful with her spending, but under the right circumstances she’s willing to splurge on herself if the mood…

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Ana Andjelic
Marker

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.