Marketing organizations are still feeling their way in digital. They should closely study how presidential campaigns use digital this campaign season.
Advertisers, not media should now define the audience. Use consumer segments as building blocks to get both short term and long term benefits.
ARF-inspired insights proving advertising works especially if you think integrated, programmatic.
The DMP is Marketing’s new intelligence engine…and it lies OUTSIDE of the marketing research/insights team. How researchers can get back in the game.