What’s better for clustering your audience/users, using Behavioral or Demographic variables? This is a hot topic since the first websites came along. Since I remember companies use to segment their clients and potencial clients mostly using a Demographic criteria, which means grouping people into groups based on age, sex, income, occupation, religion, race, etc. Historically those variables are classified into Hard, Soft and moment referred ones. 1- Hard Variables: The Hard Variables are the ones that normally never change like the birthdate or name. 2- Soft Variables: The Soft Variables are those that can change from time to time, like level of education or income. 3-
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