Using the Machine to Target the Man

The digital channel is maturing to reflect the real world and with it marketers' focus is shifting from technology and platforms to the person once more. This time, however, it’s different. Why? Because there is no longer a requirement to fill in the gaps left in the audience understanding picture with hearsay and gut feel. Instead, the web is awash with exciting data insights about the people we want to target. The marketers’ job is to harness this, turn it into actionable insights and use it to build brilliant, engaging content and wider digital marketing strategies guaranteed to engage.