How Performance Markets Can Target Before Personalizing

In a world where many business leaders waste money on ads by going with their gut feelings or worse--collecting as much data as possible on ad audiences and inevitably targeting them with irrelevant advertisements--what are the best ways for performance marketers to use predictive analytics to optimize ads? Performance marketers need to start by figuring out why they're optimizing their ads at all. Do they want to increase sales? This seemingly simple step is where a lot of performance marketers go wrong. They collect all of the data they can instead of the data they should.