From audience to activation, minimising data leakage
Cate Hardiman and Dan Hagen
Explains how Dentsu Aegis uses its own global qualitative panel and other data sets, including audience measurement systems and client first-party data, to create a link from insight to activation without losing lots of data along the way.
The death of demographics
This article is part of a series of articles on how to define and reach the audience. Read more.
Until the very recent past, the route from audience to activation was simple. We used a range of different data sources to create...
