Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.

To underscore the value of targeting in the Communications Planning process several industry leaders will provide us with strategic insights/case studies identifying how they addressed various client targeting issues and/or how they helped their clients arrive at better communications plans through “what-if” scenario planning.

Featured Speakers
Matt O’ Grady – President, Nielsen Claritas
Damon Ragusa – CEO, Thinkvine
Ray Shynn - VP, Associate Research Director of Optimedia
Carla Borsoi – VP Research and Analytics, Ask.com

To attend in person or virtually, register at https://my.thearf.org/
If you have any questions, please contact Zena Pagan at councils@thearf.org.