In McKinsey: Thoughtful piece. The genome template idea is a good place to start thinking about understanding some segmentation or knowledge understanding. Maybe not as good as a complete ontology. " .... Cracking the digital-shopper genome ... Companies have more data at their fingertips than ever, so why do online shoppers remain such a mystery? The solution begins with bringing all the information together to form a meaningful picture of the consumer. .... "
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