Seed audiences: 'From not knowing you to tapping into millions like you'

Date of publication: September 15, 2020

Abstract:

Today, consumers are bombarded with marketing communication, making it very difficult for brands to differentiate themselves. Digital-first companies can rely on a variety and richness of datasets which is not always matched by more traditional companies. While market research has traditionally helped brands tease out sharp consumer segments, the same segments cannot always be deployed successfully in media executions. This is a story of how research, data science and media came together to maximise the return on precision marketing investment.

Abhinav Mohan

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Mario Dughi

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Souvik Roy

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Utsav Mamoria

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