Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition

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Digital Analysis: Audience

Audience insights have never been more valuable and critical to digital marketing and advertising success. Precision targeting across nearly all forms of paid media is now commonplace versus back in 2013. Even forms of traditional mass media such as broadcast television have evolved to a more personalized experience. Addressable TV advertising allows advertisers to show different, unique ads to different households to increase relevance and the effects of paid media.

None of this is possible without a better understanding of the audiences and individuals you’re trying to reach. The first edition of this book described the early days of personalization, how we were beginning to have a digital experience uniquely ...