Brands and agencies need to be getting more granular in how they think about target audiences. Generational benchmarks form a foundation for a more nuanced personalization approach. From there, it’s important that marketers seek out source of data and signals that can help strategists and media planners dive even deeper into their target audiences—not just age-based insights, but also the demographic, attitudinal and behavioral characters, as well as data indicating personal communication, channel, and device preference.