If brands can measure and understand market data at speed, the results will be abundant, says Christopher Sparks. But first they must master technology
In theory it is a simple formula: right consumer + right message + right time = right result. Technology continues to inch us ever closer, making this formula a measurable reality. Engineers and data scientists are continuously coming up with new ways to cluster audiences autonomously and deliver a brand’s message through a dynamic mechanism at scale. This is amazing, considering that just a few years ago, targeting meant that you planned based on the affinity of an audience for a TV program.
What is troubling is that technological solutions h
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