You cannot tailor customers to your idea, you have to tailor your campaign

Humans are complicated creatures that are difficult to figure out – or at least that's what we like to think. The reality is although we have different IQs, personalities and interests, the decision-making process is an emotional one. Once agencies stop focusing on logic and start focusing on emotion, they completely change the game of advertising.
Cambridge Analytica is an  example of a company that invested in science over the last few years of working in politic