Inaccurate identification of ethnic and cultural groups based on ‘black box’ methodology. No frequency or recency data included.
Non-country specific; can not provide country specific audiences (ie: Mexicans versus Colombians).
Unscalable and used for activation only; based on cookie data.
Frequency data allows us to determine with 100% accuracy who we're connecting with. No more ‘maybe/mostly’ segments.
We can distinguish the different country of origins that make up the larger macro group (ie: Mexicans to Latinx).
Can be linked back to other data sets for addressability and activation. Currently unable to use for insights.