This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
Where to start |
Case studies |
Final words |
Driving a segmentation into media requires both art and science.
Data-driven planning and addressable media are changing the face of targeting, but a lot of media consumption remains "non-personally identifiable". This has a big influence on brand outcomes in a broader media ecosystem.