T

Campaign Middle East - - CAMPAIGN -

he shift in the ap­proach

Pre­dict­ing con­sumer be­hav­iour has never been an easy task. In the past it was based on sur­veys, pan­els, in­ter­views, etc, which gives a vague idea of trig­gers, mo­ti­va­tions and in what sit­u­a­tion con­sumers pur­chase and use com­pet­i­tive prod­ucts. In­sights were based on sam­ple sets of data sup­ported by the­ory rather than em­pir­i­cal ev­i­dence. The old way of map­ping con­sumer be­hav­iour is be­com­ing re­dun­dant with the birth of the dig­i­tal na­tives who spend more time watch­ing YouTube than Looka­like mod­el­ling in pro­gram­matic buy­ing pro­vides a so­lu­tion for brands to find new cus­tomers based on cur­rent cus­tomers’ on­line be­hav­iour. In essence, a con­sumer who reads, likes, vis­its, etc sim­i­lar con­tent/web­sites com­pared to my cur­rent ex­ist­ing cus­tomers will be likely to buy my prod­uct too. Th­ese mod­els and tech­nolo­gies rely on cook­ies and are per­fect for short­term pre­dic­tion since cook­ies rarely sur­vive longer than a year, of­ten just a few months as users delete them or they just sim­ply ex­pire.

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