Using DMPs to personalise digital advertising and increase campaign efficiency
"One of the things that has become really clear is that consumer experience is the new battle ground," Joe Reid, managing director of Krux, a data management company, told the audience gathered for the MMA Forum, an event held in London in June 2016.
"Now, marketing is all-encompassing, because it really is this experience mantra," he said, noting that areas of the business like call centres – an important part of customer experience – have been subsumed into marketing.
"Let's think about marketing in a...