To meet exploding demand for precise targeting, digital ad platforms are relying more on robust data sets. This often means straddling the worlds of traditional, high-quality consumer research and agile startup-style activation methods. But how can marketers activate data sets in real-world campaigns while paying close attention to data quality – and the privacy concerns of today’s consumers?
In this session, GfK’s Natasha Stevens (EVP, Strategy and Product Innovation) discusses how data-combining techniques can deliver improved target accuracy – through a best practices approach – while respecting the growing wariness of online shoppers and consumers generally.
This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.