The complex marketing landscape
As brands continue to focus on data strategies aligned to the integration of offline and online, modeling and analytics to achieve personalization and more, it’s become apparent that data is taking on a bigger role. Companies are hiring teams of data scientists to generate deep customer insights and are relying on data efforts to generate a return on marketing spend.
Consumers move throughout the day across devices, channels and mediums – from mobile phone to the radio and their computer; consuming and receiving content on Facebook, in their mailbox, on TV and through email. All of these examples are an opportunity for you to get your brand message and offer in front of your target consumer. But how do you determine the optimal audience for a campaign and what channels to market in?