Tim Castree likes to think about audiences \u201cas the nests that sit inside that larger purchase journey context to opportunity.\u201d Until you can completely understand those consumers, you cannot target them to fulfill those opportunities.<\/p>\n
Wavemaker<\/a> uses a two-step process that begins with identifying \u201cthe gaps, barriers, challenges, opportunities\u201d associated with the purchase journey, the agency\u2019s Global CEO says in this interview with Beet.TV. \u201cThe second question within that is what are the audiences that we can most tap to unlock growth in the context of that purchase journey opportunity.\u201d<\/p>\n \u201cThe connection between our macro purchase journey research and insight tools and our programmatic audience platforms is really how we connect the world of purchasing journey planning into the audience-driven activation models that exist for us today.\u201d<\/p>\n The \u201cconnective tissue\u201d is largely [m]Platform, Group M\u2019s means of unifying WPP Group agencies\u2019 access to data and technology. \u201cWe do all of our purchase journey research on top of mPlatform, connected through a Kantar product called LIVE Panel. That enables us to seamless connect what we see in the macro trends around purchase journeys to the audiences that we want to trade on programmatically once we understand them in that purchase journey context.\u201d<\/p>\n