Integrating Survey Data and User Data: Bridging the gap between "Who I think I am" and "Who I actually am"

This paper examines the integration of survey data and user data over three case studies, to achieve better insights, media planning and activation in the APAC region.

Introduction

In the age of performance and programmatic marketing, advertisers have come to expect speed, agility and accuracy in everything from target audience understanding, to communications planning, and measuring campaign effectiveness.

To meet t

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