Media Planning & Brand Management
Stella RomagnoliMarketing & Digital Communication
LUMSA 2019-2020
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Lesson 5.Brand Choreography
POE
Agenda
• Brand Choreography
• Buyer personas• Customer Journey & Touchpoints
• Paid, Owned & Earned Media• Media Planning
• Advertising investments• Media audience segmentation: how to reach our target
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Brand Choreography
• It’s a holistic, human-centric approach to integratedmarketing
• All communication efforts must be centered around the customer. That’s why brand choreography is designed to deliver clear, consistent and compelling messages to the right person, in the right place, at the right time.
• Whether traditional, digital or social, all touchpoints are valuable in creating a unified brand message
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5-steps of brand choreography
1. Create a winning value proposition (BVP)
2. Develop and use buyer personas3. Use brand storytelling to create engaging content4. Manage paid, owned and earned media (POE)5. Develop a customer experience management strategy
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5-steps brand choreography
1. Create a winning value proposition (BVP)
2. Develop and use buyer personas3. Use brand storytelling to create engaging content4. Manage paid, owned and earned media (POEM)5. Develop a customer experience management (CEM)
strategy
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We already know how to create a brand value
proposition
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Who are these buyer personas?
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What is a buyer persona?
• A buyer persona is a “fake” profile that sums up all the characteristics of a specific segment of potential customers
• He or she has a name, an age, a profession, hobbies, and so on…
• Buyer personas are useful because it’s easier to empathize with them, imagine what they think, what they do, what benefits they are looking for, etc.
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How to create buyer personas:
1. Gather buyer data (segmentation, social media, etc.)
2. Brainstorming session with the team3. Create a story (the buyer persona is the hero of the
brand story):– What are their names?– Who do they work for? What do they do for fun?
– What are their hopes?
– What do they look like? What are their drivers?
– What are their pain points? (and how can we alleviate them?)
– How can our brand reach them at different buying stage? (Which touchpoints during the customer journey?)
– Who can influence their buying decision?
– …
4. Revisit and revise buyer personas once in a while
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E.g. buyer persona profile
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Buyer persona template
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Buyer personas and customer journey analysis
• After defining our target personas, we need to analyse the customer journey to implement a successful brand experience and communication strategy.
• Customer journey analysis helps a company see its products or services through its customers' eyes. It’s the sum of all experiences customers have while interacting with a company or brand.
• This journey can be mapped and analyzed, providing insights that companies can use to design products and services to better meet customers need, and to communicate more effectively and efficiently with the right message, on the right media, at the right time.
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The Customer Journey
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The customer journey 3’01’’
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Customer Experience: journey Mapping – Jeannie Walters – Lynda.com
The customer journey: we map the perception
The customer journey includes 3 main phases (5 steps), and the goal is to know what’s happening in the customer’s heart and mind.1. Presale
– Awareness (1)
– Consideration (2)
2. Sale– Selection (3)
– Purchase (4)
3. Being a Customer (5)– Satisfaction (meeting the promise and exceed the expectations)
– Loyalty
– Advocacy
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For a successful customer journey map
we need to identify what people are thinking, feeling and doing.The more the feeling, the more
the risk for the relationship.
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Customer experience is the sum of all these
interactions
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Touchpoints mapping
• Touchpoint is any point of interaction between a brand a a customer
• With each phase of the journey, our customer interacts with our brand many different ways, so it is better to map the journey at the touchpoint level, not just the channel.
• And ask customer how do they feel at each points in the journey.
• Neutrality is not good: it’s an opportunity to create a moment of positive emotion for our customer. Neutral emotions don’t mean satisfied enough to stay a customer, not positive enough to care.
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For every touchpoint we need to ask with curiosity and empathy
• Would this meet expectations?
• Would this cause pain?• What is the customer feeling?
• What if this issue happens again?
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Best ways to use our customer journey map
• What can we do today for improve?
• Seek out opportunity to improve the customer experience (surprise and delight)
• Mapping is also useful for innovation and overall improvement
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Moments of truth 2’32’’
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Customer Experience: journey Mapping – Jeannie Walters – Lynda.com
Validation with customers
• We ask about their experience• We don’t need to review all the journey, only the spot we
know that are important for them, especially for the complainers.
• We could show the map and ask customer to add comments
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Customer Journey& Touchpoints
examples
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5-steps brand choreography
1. Create a winning value proposition (BVP)
2. Develop and use buyer personas3. Use brand storytelling to create engaging content4. Manage paid, owned and earned media (POEM)5. Develop a customer experience management (CEM)
strategy
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4. Manage paid, owned and earned media
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Which are the «owned media»?
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Owned Media
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Owned Media
• Brand
• Packaging• Points of Purchase, retail stores
• Uniforms, • Company buildings, assets
• Website, blogs• App, web app
• Social Accounts (Facebook, Twitter, Linkedin, Instagram, ecc.)
• Newsletters, Direct Emails
• Invoices
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Which are the «earned media»?
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Earned Media
• Word-of-mouth
• Articles on Media (newspapers, TV or radio programs)• Social posts: Facebook, Twitter, Instagram, etc.
• Blog and Forum reviews• Wikipedia
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Which are the «paid media»?
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Paid Media
• Advertising ATL (Above-the-line)– TV– Print– Radio– OOH (Out Of Home)– Cinema– Internet (display e native: social e search)
• BTL (Below-the-line)– Merchandising – Events– Sponsorships/Product Placement/Branded content– Unconventional (Ambient, Guerriglia MK, etc.)
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In this course we’ll focus on Paid Media Planning
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To be specific:Advertising
media planning
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Advertising examples?
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Advertising examples
• TV commercials
• Internet banners• Sponsorized posts on Social Networks
• Radio commercials• Billboards
• Googe Search
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Advertising is a marketing tactic involving paying for space to
promote a product, service, or cause.
From https://www.shopify.com/encyclopedia/advertising
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Space on what?
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Space on media
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Media are the messangers.They deliver creative messages
to target audiences
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Advertisingcould be defined as
that complex of paid communication, carried out by one or more well-identified promoters,
through mass media,and addressed to a public targetin order to stimulate a response
1Elisabetta Corvi, La Comunicazione Aziendale, Egea 2007Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 46
ATL Vs. BTL
Advertising or ATL (above-the-line):
• Paid communication on mass media
BTL (below-the-line) we mean all the other paid forms of communication:
• PR• Events• Sponsorships• Product placement/branded content• Direct Communication (email, telemarketing, etc.)
• Unconventional communication (ambient, guerriglia,…)
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Advertising & Mass Media
Advertising is what we find on:
• Web– Search engines (es. Google)
– video/banners/pop ups… on websites– Social networks
• Television• Print (newspaper and magazines)
• Billboards, out-of home• Radio• Cinema
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Advertising represents the main communication budget cost
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Advertising budget and media costs
• When we talk about advertising budget, we mean mostlymedia investments, because most of the expenditures depends on media buying
MEDIA BUYING COSTS = 85%
ADVERTISING AGENCY FEE + PRODUCTION COSTS = 15%
ADVERTISING BUDGET = 100%
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planning media means managing the
advertising budget
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Media investments in Italy
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Media Investments in Italy: 8 billion euro
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8.65
3
8.30
1
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9
9.43
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9.83
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9
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7.48
2
7.69
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7.76
5
7.90
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8.02
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-4,1%
5,2%8,1%
4,2% 2,3%4,7%
-1,2%
-11,4%
6,2%
-3,2%
-11,0%-11,8%
-1,0%1,5% 2,8% 0,9% 1,7%1,6%
-50,0%
-40,0%
-30,0%
-20,0%
-10,0%
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20,0%
-
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
18.000
20.000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
mln Euro var
Adv market 2019 forecast
Tv Sos is confirmed around 50% of the total market even with a small contraction in 2019.
Web reach 29% of share in 2018 and will gain more than one percentage point in 2019.
Newspapers are around the 6% of the total market (decreasing).
Other media (Magazines, Radio and OOH) represent the 15%, almost 5% each.
Cinema is a very small part of the total (0,3%).
2018
48,7%29,2%
6,7%
4,4%5,1%5,5%
MAG
Source: OMG elaboration
2019
48%30,8%
6,1%
4,1%5,1%5,6%
MAG
Forecast of the ADV market in the World
In Europe, advertising spending decrease in 2019.
-5,1
-11,5
4,1
7,4
2,7
3,3
9
1,7
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5,34
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5,93,5
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2
Austra
liaBraz
il
Canad
aChin
a
Franc
e
German
yIndia Ita
lyJa
pan
Russia
Spain UK US
2018 2019
Source: OMG elaboration on Warc data
Media Mix (investments) Vs. other Countries
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51% 48%
25% 23% 29%21%
31% 27%34% 29%
42% 40%
5%
31%
10%
38%
14%
62%
6%
43%
10%
54%
8%
32%5%
5%
4%
4%
4%
3%
8%
5%
12%
6%
4%
3%20%
6%
39%
19%
33%
5%
25%
8%
29%
4%
21%
9%
16%4%
17%8%
13%2%
19%
7%11%
3%
10%3%
2% 6% 5% 6% 7% 6% 11% 9%4% 3%
15% 13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2006
2019
2006
2019
2006
2019
2006
2019
2006
2019
2006
2019
Italy* Germany UnitedKingdom
France United States Japan
Television Internet Radio Newspapers Magazines Outdoor Cinema
Source: OMG elaboration on Warc data-OMG forecast
How do you explain thismedia investments mix?
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The more audience…The more money
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Italians’ media diet
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MAGAZ
2000
2018
84% 12% 29% 26%50%
73% 59% 25% 16%22%
Average day One or more times for day
Average day
7 daysAverage day
NEWS
Source: OMG elaboration on Eurisko Sinottica 2018/C
TV Vs. internet daily penetration% (reach%)
% PEN. DAILY 18-24 25-34 35-44 45-54 55-64 65-74
TV FREE 51,3% 57,7% 67,8% 76,4% 85,2% 89,9%
TV PAY 13,0% 14,4% 18,8% 18,9% 16,9% 13,5%
INTERNETby PC 25,4% 30,4% 33,8% 32,0% 22,1% 12,0%
INTERNETby MOBILE 62,3% 59,0% 54,4% 42,8% 23,6% 8,7%
SOURCE: GroupM elaborations Audiweb and Auditel data (October 2015)
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Media investments per Industry
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-
100.000
200.000
300.000
400.000
500.000
600.000
700.000
800.000
900.000
ALIMENTA
RI
AUTOMOBILI
FARMACEUTICI/S
ANITARI
DISTRIBUZIONE
TELECOMUNICAZIO
NI
CURA PERSONA
BEVANDE/ALCOOLICI
ABBIGLIAMENTO
TOILETRIES
MEDIA/EDITORIA
ABITAZIO
NE
FINANZA/ASSICURAZIONI
GESTIONE CASA
TEMPO LIBERO
TURISMO/VIAGGI…
VARIE
INDUSTRIA/EDILIZIA
/ATTIVITA'
OGGETTI PERSONALI
SERVIZI PROFESSIONALI
GIOCHI/A
RTICOLI S
COLASTICI
ENTI/ISTIT
UZIONI
ELETTRODOMESTICI
MOTO/VEICOLI
INFORMATICA/FOTO
GRAFIA
Advertising Investments (K€) per industry 2017 (Nielsen)
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Advertising investments’ ranking per Company (Nielsen data)
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0
20000
40000
60000
80000
100000
120000
VOLKSW
AGEN GROUP IT
.SPA VERONA
FERRERO P & C
SPA ALB
A CUNEO
BARILLA G
RUPPO
INTERMEDIA
RI (@)
FIAT GRUPPO
VODAFONE G
RUPPO
WIND TRE SPA TR
EZZANO S
/N M
I
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'PARMA
TELECOM G
RUPPO
BMW GRUPPO
FORD GRUPPO
PROCTER & G
AMBLE G
RUPPO
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RUPPO
RENAULT IT
ALIA S
PA ROMA
SANOFI AVENTIS
SPA MILA
NO
CONAD CONS.N
AZ.DETT
.BOLOGNA
SKY ITALIA
SRL M
ILANO
TOYOTA IT
ALIANA SPA R
OMA
MENARINI F
IRENZE
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TALIA A
RCOLE VR
MONDELEZ I
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RL MILA
NO
PROCTER & G
AMBLE G
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CONS.MCCOOP IT
ALIA 96
MILA
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COGEDI INTERNATIO
NAL SPA R
OMA
CALZEDONIA
SPA VALL
ESE VR
Total Year 2018 - net value
We saw how muchIt’s spent on media
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And now we need to understand the logic
behind it.
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Media planning
• If we want an effective advertising campaign, not only we need to create a relevant and impactful advertising message, but we have to reach our target audience and deliever the message in such a way that it is noticed and remembered
• This means:– Select the right media– Define how much space and time is needed to have our
target audience understand the message (30” TV commercial or 15”? One page on newspaper or a banner?)
– Define how many times we need to repeat the message so that is is remembered (3 times? 10 times?)
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We need to know the media and how to plan
them
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Knowing each media
To effectively planning media we have to know:
1. Potential reach of (and frequency on) our target audience
2. How audence is measured, and if these surveys are reliable
3. Expressive capability and role in the customer Journey
4. Technical Constrains5. Cost (and who sell the media vehicles - dealers)
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1. Potential reach
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First we need to defineour target audience
• The communication target is NOT the same as the marketing target
• We don't necessarily need to know which products people need, but HOW TO REACH THEM with media
we will have to use variables that are compatible with those used to measure the
audience of the media
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Knowing the communication target
There’s a difference between offine and online media
OFFLINE ONLINE
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Media audience segmentation
• Segmentation means dividing the market of potential customers into similar groupings:
– Demographic Segmentation (gender, age, and other physical characteristics)
– Geographic Segmentation– Behavioral Segmentation (purchase behavior and
lifestyle)
– Attitudinal Segmentation (what customers think, needs or benefits they are looking for)
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Media audience segmentation
• The main media audience surveys (TV viewers, press readers, radio listeners) classify the public with socio-demographic and geographical variables
– Demographic Segmentation (gender, age, and other physical characteristics)
– Geographic Segmentation– Behavioral Segmentation (purchase behavior and
lifestyle)– Attitudinal Segmentation (what customers think,
needs or benefits they are looking for)
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Auditel & TV audience
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Audipress and print media
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Un esempio
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Radio TER 2018
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Media planning software contains al these data, so that is
is possible to select the media vehiclesfor a specific target group
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TV audience ranking
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Online media
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Online media
The development of the web (with the creation of databases that collect all our online behaviors) and above all of social networks has given us the opportunity to know the population via:
– Behaviours– Interests
– Relationships
– Etc.
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Facebook adv targeting 3’22’’
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Geographic segmentation
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Age segmentation
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NOT the entire population
(only those with FB accounts)
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34 million people in Italy
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We can segment per brand
Nutella lovers
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We can segment per interests
People interested in Volunteering and Arbnb
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Segmentation per device
Samsung smartphone or another brand
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But this is nothing…
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Internet, big data and artificial intellingence are
changing everything
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Chris Tung, Chief Marketing Officier Alibaba Group 3’05’’
IAA World Congress – Kochi 21 febbraio 2019
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Amazon, Google e Facebook messi insieme
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Altro che Cambridge Analytica…
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Data Management Platform
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We’ll talk about that later on
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The next lesson is dedicated to
Key media metrics
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ThanksSources:
Integrated Marketing Strategy – Mark Burgess – Lynda.com
Customer Experience: journey Mapping – Jeannie Walters – Lynda.com
Media Planning & Buying in the 21st century – Ronald Geskey - 2017
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