Why targeting goes wrong and how to get it right

1 How Brands Grow / Byron Sharp / 2010 2 emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending August 2014, Nielsen Online Ratings August 2014, People 14+ only.
Chapter 4

Identifying the right consumers is difficult and campaigns will fail if targeting is faulty. The core principles of targeting are simple and data is more ubiquitous than ever. Yet, plans go wrong because of complexity. The explosion of media channels,...

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