Advertising

Is Audience based Marketing the next big thing? Dentsu and IPG spent billions to acquire Merkle and Acxiom, respectfully, so is this the future? Does it even work? How does it work?

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The hunt for data. Sometimes works. But it’s not enough to own it, you need data scientists who can test hypotheses and planners with real insights to analyze and extract the insights. Typically those two groups are not such easy collaborators

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Thanks for your insights. Can you provide more details to why data scientists and planners are not easy collaborators? Is it the typical analytics vs planners situation ?

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None of our clients give us enough time to make proper strategic audience plans. The data is there, we just can't use it. When you can use it, it definitely works.

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100% it is. it’s more efficient with money, and allows us to be more specific with messaging. that being said, mass comms is not gone. just not the full pie anymore.

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