consumer segmentation is important, but as an input into something more…the creation of an audience for a specific purpose.
In: advertising, big data, concept testing, customer relationships, data driven marketing, digital marketing, market research, marketing, marketing mix modeling, media, programmatic advertising, research transformation
In a digital, programmatic future, marketing is becoming a first party data game. Here is how Marketing and Research practices can be aligned in a digital world.
For advertisers, media measurement approaches are breaking down as the audience now lives at the intersection of profiling data, algorithms, and the ad-tech ecosystem…requiring new research tools.