More media planners, creative strategists and CMOs are basing marketing decisions on insights gleaned from the behavior of synthetic consumers. The latest example comes courtesy of Goodway Group, which has struck a deal with data company Arima to incorporate insights drawn from a “synthetic population” of U.S., British and German consumers into its media planning processes, Digiday has learned. According to Paul Frampton-Calero, CEO of Goodway Group, the solution will allow Goodway staff to run incrementality tests in a simulated environment, before verifying results with small-scale media activations. The hope is to execute against more…
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