The world of digital marketing has changed incredibly in the last few years, with new data-driven opportunities to reach consumers. But there are still some flies in the digital ointment.<\/p>\n

That is the view of Andy Davidson, head of analytics and data strategy at Engine Group, a company that uses audience data that helps advertisers reach their targets.<\/p>\n

In this video interview with Beet.TV, Davidson, who previously worked at GfK Group and Bank Of America, explains the industry transformation as he sees it.<\/p>\n

Changes<\/h2>\n

Davidson says change has been driven by three main factors:<\/p>\n

1. Deeper data<\/h3>\n

“Sources of data that are available on individuals in the programmatic ecosystem are much richer than they’ve ever been before – to the point where we’re able to evaluate interests and sentiments and behaviours based on what people consume online,” he says.<\/p>\n

2. Analyze this<\/h3>\n

“With the improvement in the quality of the data through digitization, have come a lot of innovations in terms of the analytics,” Davidson adds. “We’re now able these days to harness datasets in ways that we really never could in the past.”<\/p>\n

3. Tech-driven scale<\/h3>\n

“The technology, whether it’s software or storage or other platforms, enables us to make quick decisions at scale, which is really, really critically important as you’re attempting to deliver media. ”<\/p>\n

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Deliver the right message to the right audience, at the right time. Learn how ENGINE's Audience Intelligence platform has the audience data and insights you need to reach and understand your target audiences. https:\/\/t.co\/NBOl93SCxL<\/a> #audiencetargeting<\/a> #consumerinsights<\/a> pic.twitter.com\/A8uJ3heWlD<\/a><\/p>\n

— ENGINE (@ENGINEWorldwide) August 31, 2021<\/a><\/p><\/blockquote>\n