DaxThink: Digital life

I have been arguing for a while now that digital media planning often misses out on opportunities to truly understand the consumer. Buying media based on matching an ad profile (of demographic, geographic and socio-economic data) ignores buying cycle, motivation to buy, discussion, debate and consumers interactions.

At iCrossing we use a multitude of data sources that go beyond the ad profile, including social media audits and linguistic profiling.

A recent example is Lipsy, a women's fashion brand. Take a look at the case study on the site to learn more about how understanding key factors such as consumer language gave a huge boost to the overall campaign performance.

Click Here for the iCrossing case study.