Jim answers questions from fellow Drillers (More questions with answers here , Work Overview here , Index of concepts here ) Topic Overview Hi again folks, Jim Novo here. Most businesses want their visitors or customers to “do something” – to take an action of some kind. Trying to drive action, businesses engage in marketing / advertising to reach “audiences” with their message. These audiences can be quantified in a number of ways using Demographics, Sociographics, and Psychographics for the purpose of “targeting” the campaign. The idea is to make the campaigns more efficient by focusing resources on the types of people thought to be more interested in the product or service. This is fine. But from psychology and actual practice, we know behavior predicts behavior and demographics do not. So given you want people to engage in a behavior, why would you not use behavior to target campaigns? OK? Let’s do some Drillin’!…