Marketing and Research Consulting for a Brave New World
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Advertisers, not media should now define the audience. Use consumer segments as building blocks to get both short term and long term benefits.

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.

consumer segmentation is important, but as an input into something moreā€¦the creation of an audience for a specific purpose.