You wanna let internet Make More Money for you? You wanna execute Focused digital communication? You wanna Be Smart on digital media planning? SEGMENTENT YOUR CONSUMER DATA would be a good strategy!
In the session, we have Byron, president of Wanmo performance advertising, Siva Ganeshananan, Marketing director of Interwoven APAC, Bryce Whitwam, GM of Wundermann, and Henry, President of iResearch; they advice to collecting consumer data, both profile based and behavior based, and building media planning database consisting of internal and 3rd party data to improve online campaign effectiveness by using segmenting and target optimizing!
The 1st-step suggestion they give to all advertiser is "SIMPLE". Just start from talking to the basic segment: may the basic element of brand equity, or the basic demographic criteria of ur user base.
To all media planners and those platform owner, the big challenge would be how to find the different segment in internet , and how to do targeting communication to them.
By Ellen from Sinotech Group - ad:tech official blogger
