November 12, 2015

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´Making the move to conversion marketing takes more than good intentions. How to get there? Consumers will need to be understood as individuals, not broad demographic categories. Media must be hyper targeted based on actual behaviours across channels. Creative campaigns must adopt a one-to-one approach, with next-generation programmatic tools to build the right message version for the right consumers. And data science now becomes a core marketing function, as brands and agencies must master a diverse mix of analytics approaches to transform data into insights to drive better decisions and more cost-effective conversions.´ (Advertising Age – Catapult, 2015)

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