Context is key to improving campaign effectiveness

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.

Context’s role in advertising engagement

This article is part of a series of articles on context’s role in advertising engagement. Read more.

Modern marketing practices often eschew recognised fundamentals in favour of perceived higher-level approaches. Campaign effectiveness, however, has witnessed the first consistent fall in some 20 years. The way out of this lack of effectiveness is to

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