From audience to activation, minimising data leakage

Explains how Dentsu Aegis uses its own global qualitative panel and other data sets, including audience measurement systems and client first-party data, to create a link from insight to activation without losing lots of data along the way.

The death of demographics

This article is part of a series of articles on how to define and reach the audience. Read more.

Until the very recent past, the route from audience to activation was simple. We used a range of different data sources to create targeting approaches and profile audiences, delving into their consumer journey, exploring emotional and behaviour trigg