‘Engagement is a better route to campaign accuracy than big data alone’ – Econsultancy

Doug Conely says, “It still surprises me that audience engagement remains overlooked as a key metric for campaign success, because focusing on engagement helps align all players in the market and satisfies both marketer goals and consumer needs.

Why is that? Well, for advertisers, having pricing options that are tied to consumer engagement rather than impressions ensures that we’re only paying for ads that are seen and engaged with.

At the same time, technology providers are also more motivated to apply their data and target consumers efficiently, instead of simply shooting for volume.

Of course, big data does come into play when improving engagement but it should be a means to an end, and not the end in itself”.

Engagement is a better route to campaign accuracy than big data alone

‘Econsultancy’ Blog