• How Brands and Agencies Can Use the Voice of the Customer to Improve People-Based Marketing

    8 days ago - By Business 2 Community

    Over 90% of media buyers increased their people-based ad buys last year. In addition, the world's largest advertising agencies are investing billions of dollars in this technology. WPP Group built Platform , Publicis created Spine , Dentsu developed M1 , IPG acquired Acxiom , and just last month, Omnicom unveiled its people-based marketing platform, Omni .
    For the uninitiated, people-based marketing is the practice of targeting “real” people, rather than audience or device groups. To achieve this, marketers gather customer data from offline/voice and online sources and construct a rich...
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