The new MASB brand metric won’t make marketing better. Here is the preferred alternative
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.