5. The Customer Purchase Journey: Increasing Relevance and Engagement

Despite the best efforts in targeting audiences with data and selecting media using all kinds of media analysis and modeling, advertising performance has continued to be challenging. One of the big reasons for this is that the human brain is very adept at ignoring things it does not want to see or absorb.

One of the most impactful books on marketing I have read is Purple Cow, by Seth Godin. In this book Godin describes his family driving in the countryside in their car, suddenly coming upon several cows grazing in beautiful pastures. Everyone in the car excitedly gazes out the windows to take a look. Then, a little later, when they see more cows, the reaction is similar. Pretty ...

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