Marketers have mountains of customer data and a continually evolving tech stack at their disposal. This has made using primary research and contextual signals alone to identify target audiences artifacts of a bygone era. Marketers are in a unique position to use data to retroactively evaluate the performance of a campaign and determine its audience. These predictions will take the guesswork out of targeting and offer a greater sales lift than traditional targeting practices ever could.

But if you are sitting on heaps of customer data with no idea where to start, do not be disheartened. Follow these five steps to target customers more effectively using data.

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