Marketing and Research Consulting for a Brave New World
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Retailers as Martech. Why media planning will transform into waterfalls based on effectiveness, from oceans based on reach.

As marketers drive for performance and higher ROI, research and analytics must swap their top down methods for people based approaches.

Marketing dollars are fast moving to precision targeting of tightly defined segments. Mass mktg firsters: The train is leaving the station…all aboard!

Drop the implicit assumption that consumer segmentation and audiences are the same thing. Creating high performance audiences is really the end goal.

Advertisers, not media should now define the audience. Use consumer segments as building blocks to get both short term and long term benefits.

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