Drop the implicit assumption that consumer segmentation and audiences are the same thing. Creating high performance audiences is really the end goal.
In: advertising, brand extensions, consumer segmentation, data driven marketing, data science, digital marketing, DMP, futures, innovation, marketing, marketing mix modeling, MTA, Multi Touch Attribution, research transformation
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Six predictions from 2011 about the future of marketing that have come true.
In: advertising, behavioral economics, big data, brand equity, consumer segmentation, data driven marketing, digital marketing, DMP, market research, Mobile marketing Association, MTA, Multi Touch Attribution, path to purchase, research transformation, shopper journey
6 key marketing priorities for 2017 plus how marketing research can embrace digital. Based on my top 10 blogs for 2016.
Marketing is transforming from top down to bottom up…understand it, embrace it, master it, measure it.
Advertisers, not media should now define the audience. Use consumer segments as building blocks to get both short term and long term benefits.