David Whiteley
Opinion
14 July 2017
•
Brands have a wealth of data at their fingertips, from ad-server to website to CRM, consumer engagement with various touch points leaves a trail of insight not to be wasted. In the digitally connected world it’s important for businesses to harness this information to maximise their ad campaigns on each platform. Whilst it is estimated that consumers are exposed to around 7,000 ads in just one day, the question remains as to whether brands are really using the data available to them correctly and effectively. Yes, brands are using data to identify an audience, however, they aren’t considering what platform they prefer, what they recently posted on social media and where they made their last purchase, all at the same time.
