Psychographic Driven Tune-in Targets for Higher ROI
David Algranati, SVP, Product Management, comScore, Inc.; Steven Millman, Chief Scientist, Simmons Research and Bill Harvey – Founder/Chairman, Research Measurement Technologies, Inc.
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Summary
The challenge is that most advertising is still based on simple targets such as known customers or targets. There is an opportunity to move to psychographics to improve performance.