Media Planning Toolkit: Developing insight for comms planning

This article from the Admap Media Planning Toolkit discusses the importance of insight in a world of big data and provides guidelines for developing insight capability.

Media Planning Toolkit: Developing insight for comms planning

Tony ReganBrand Performance

Traditional media agencies may have had a research specialist but insight is a collective responsibility, led by planners and strategists as much as by insight teams.

As media agencies' offer has shifted from media planning to comms planning, and as the touchpoints and channels used by people have expanded exponentially, how has the insight discipline kept pace?

The explosion in data sources has only accelerated the importance of insight as the way to cut through all the data – 'the more you have, the more lost you are'....

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