Transforming audience signals into insights

Deep Singh

Demonstrates six ways in which search and social audience signals can be applied in different ways to create more relevant, meaningful and distinct brands.

At this year's World Economic Forum in Davos, business executives and government leaders hailed the arrival of the Fourth Industrial Revolution, fuelled by a mobile-led, data-centred world. With only 32% of the global population owning a smartphone, many felt this was just the beginning.

The good news for marketing professionals and advertising practitioners is that while we have been wary of disintermediation in this new age, we have also been the first movers in debating and, in many cases, preparing ourselves to embrace a data-powered audience-first revolution.

In the wake of such large-scale consensus, we now have a mandate and...

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