Whether you’re a brand or an agency, ramping up communication effectiveness is an ongoing endeavour. Digital media has opened up a plethora of targeting options for marketers. From programmatic targeting to engaging audiences with original content, brands have never had it so good. And with KPIs to measure visibility and audience action, brands take comfort in the knowledge that their messages have been seen.
But while agencies and brands spend a lot of time doing research and arriving at the right insight, and then follow this up with top-notch creative, we can’t really be certain of its effectiveness. For instance, if we were marketing a FMCG product, we’d only know the effecti
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