We now have the capability to predict consumer behaviors. We are able to determine a consumer’s demographic, lifetime value, and their propensity to buy, These predictive analytics have directly influenced campaigns, offering important and useful insights.
What are the best methods for harnessing this powerful information? How does this knowledge help you cope with channel proliferation and changing purchasing behavior? How does this change marketing creative and consumer messaging?
eMarketer’s Matteo Ceurvels sat down with executives from Google, Acxiom, and Twitter during AdWeek LATAM 2018 to discuss these questions and more.