The curious tale of The Chablis Shagger

He's called Ben (or Jack, Josh, Tom, Dan, or Matt) and every Friday he puts a very special combination in his shopping basket. And not because he's thinking of unoaked Chardonnay.

Are you a Midnight Muncher? Or maybe an Urban Gardener. Or a Pet-Pamperer, Fitness Foodie, or Tech-Savvy Senior?

Or possibly even a “Chablis Shagger”.

The age of big data has also made it pos­sible for some business to cre­ate mi­cro seg­ments. These are based on vast data set with very spe­cif­ic in­form­a­tion about who  buys what, when, and where. Much…