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AdNews: Why brand research should be shaping your media strategy in 2020

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Originally published: AdNews, 12 February 2020

Most of us are familiar with the old adage: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” In the current digital age, marketers have access to a myriad of ways to measure campaign effectiveness, but sadly, this phrase continues to ring true for the vast majority of us.

Contrary to popular belief, it’s entirely possible to understand which live campaign elements are driving the best outcomes, it’s simply about focusing on the right data – and this is where brand research can shine a very bright light on your media strategy.

Anna Meiler is Head of Sales & Marketing at Pureprofile.

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