For example, markets can be grouped into narrow clusters based on commitment to a product class or readiness to purchase a given brand.
[5] Richard Tedlow (1993) thought that he detected evidence of what he called hyper-segmentation which he saw as a logical extension of the market segmentation era.
This enables the integration of observed behaviour (domains accessed) with motives (content involvement), geographics (IP addresses), demographics (self-reported registration details) and brand preferences (site-loyalty, site stickiness).
[8] With increased availability of electronic scanner data there has been a greater focus on research of micromarketing and pricing problems that retailers encounter.
In 1997, Alan Montgomery used hierarchical Bayes models to improve the estimation procedures of price elasticities, showing that micromarketing strategies can increase gross profits.
[11] Moreover, the Wall Street Journal claimed in a report, that the new system will "let marketers target users with ads based on the massive amounts of information people reveal on the site about themselves.