Juney Ham, co-founder of Upside and former head of online marketing at Airbnb, shares how to find & optimize your customer segments and gain insights on them (at scale). Examples include: Optimizing traffic from travelers, to not only optimize for their destinations, but identifying the right origins and focusing on the right markets (e.g., Paris for Americans, but Bretagne for English, Nantes for French), and using Facebook Ads effectively through the right interest targeting (e.g., yoga as an interest to target prospective hosts).