By Shivani Dhawan, marketing science & analytics director at Hearts & Science MENA
You could argue we’ve become spoiled. Digital marketing has accustomed us to rich and diverse sources of data with which to plan, deliver, optimise and measure ad campaigns. So much so that we now expect the same from all other media, like some sort of a default setting. But then reality check sets in and hopes are dashed. For now.
Planning on digital channels with audience-level data and benchmarked KPIs means we can break through the noise and deliver greater effectiveness and targeted reach. Not only can we estimate the ROI of the digital campaign before it’s launched, thanks to guaranteed outcomes,
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