How to apply segmentation to a media strategy

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.

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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.

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