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.
In: advertising, big data, concept testing, customer relationships, data driven marketing, digital marketing, market research, marketing, marketing mix modeling, media, programmatic advertising, research transformation
How market research must change so brands stay strategic while executing tactically on data to drive short term performance and long term value.
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.
New product failure rates are unacceptably high but is the fault of bad research or the media strategy?