Outcome-based marketing v2.0: Profitable growth by targeting consumers in the movable middle

Research paper from the Mobile Marketing Association and Neustar focused on using outcome-based planning to reach the “movable middle” – defined as open-minded consumers by their mid-range (20% - 80%) probability of buying a particular brand.

Purchase behaviour
Brand growth
United States
Data-driven targeting
Reach and frequency, recency
Segmentation theories & ideas

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