This presentation, from Marco Derksen, is about delivering precise and relevant messaging when and where customers are. The slides start from the challenges advertisers are facing in order to achieve the same exposure as in the past, to achieve customer attention to their brands.
The presenter goes over a framework to be followed in order to create successful advertisements campaigns and how it should be connected to the big picture of consumer behavior. Then he goes on to show the value of segmentation and Behavioral Targeting.
