Strategy

  • Series - A take on audiences (part 1 out of 5)

    Is a meaningful digital marketing audience approach a technological or a structural challenge ?

    From an advertising point of view ‘audience’ seems to be the new buzzword. The notion of audiences has been around ever since the rise of TV and radio where

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  • Series - A take on audiences (part 2 out of 5)

    A practical approach for using audiences in your customer journey

    Data is the new gold and in the world of digital marketing it comes in the form of audiences. As soon as it became

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  • Series - A take on audiences (part 3 out of 5)

    How are campaign budgets and structures impacted by audience-centric strategies?

    In our previous article we provided a methodology on how audiences should be put in place in order to deliver on their potential. In this article we’ll be
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  • Series - A take on audiences (part 4 out of 5)

    How audiences will force companies to rethink the way they do business

    In our previous articles we elaborated on what the main challenges are in order to set up a successful audience strategy, how to get there and what the

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  • Series - A take on audiences (part 5 out of 5)

     7 steps to create a practical Moment of Truth (MoT) strategy

    This relates to the series of articles that was published related to audiences. The objective of this article is to go through the different steps required in order to transform

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  • Store Visits & Offline Conversions

    Introduction

    Over the last couple of years we have been hearing a lot about 2 important challenges:

    1. The big switch in Internet device consumption
    2. The challenge of integrating online & offline environment

    Actually, those two challenges have never been so close to each other. In fact,they

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  • The infinite fragmentation, a perspective on the evolution of the digital advertising industry

    1960 to 2054 - A century of evolution for the advertising industry

    Feature films and TV series often try to project the viewer into the future (what could it look like), often high on action and adrenaline. These can also be storifications of the past (what was it like), often

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  • Third-party cookies: the end of an era, a concrete strategy on how to handle it

    Introduction

    At the end of October 2021, we had the chance to be interviewed by Qualifio to discuss the future of digital advertising

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  • What is a Datalayer? An introduction

    Introduction

    The concept “datalayer” is usually presented as the enabler to implement a lot of digital advertising/analytics projects. But datalayers stay unclear for many actors.
    This article will introduce the datalayer by explaining simply what it is, the business advantages and the state of mind to adopt in order to

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