MENAP and the rise of person-centric measurement not audience measurement
With the advent of more robust digital platforms, marketing is moving from audience- and channel-based planning, to person-centric marketing. With this shift in focus, tools to quantify and analyse the behaviours at the individual level are required. However, previous research shows that consumers, when compared by age or gender, have fundamentally different media behaviours. These differences are critical to marketers who aim to tailor their plans and ensure their target audience receives the right messages, via the right touchpoints, at the right time. This presentation will highlight how, by using data capture and processing technologies, insights can be utilised to provide a complete picture of the complex cross-screen, cross-device behaviours of today's digital consumer.
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