Trusting the Machine in Online Marketing: Discovering your Audience by Zaira Lakhpatwala
Exponential, a global provider of advertising intelligence and digital media solutions, has put together a four-part series on “Trusting the Machine in Online Marketing”.
The first part of this series is focused on Discovering your Audience.
Data collection and analysis have grown immensely in the last few years, but is there still a case to be made for trusting machines in online marketing?
This segment looks at:
– What is audience discovery and why should marketers care?
– What are online audiences?
– What is audience evaluation?
– Why do marketers need to go beyond marketing intuition?
– Why do we need to trust the machines to find gold?