I have a theory that aggressive profiling and targeting is a losing game for most merchants. In short, you're only a potential seller to any given customer for

I have a theory that aggressive profiling and targeting is a losing game for most merchants. In short, you're only a potential seller to any given customer for a small fraction of time. No amount of improved profiles and clever messaging will expand that window meaningfully, because you only have a modest product line. You're going to spend a fortune building a profile that's not meaningfully better than just advertising on a few manually targeted platforms. I will argue it might have value for a few mega-shops-- the Amazons and Walmarts of the world. Many customers are basically always in the window of "ready to buy something from them", so the value in profiling comes in selecting which thing to advertise to you.