Culture Eats Strategy for Breakfast: How Do You Build a Culture of Innovation?
All organizations worldwide want to be innovative — meaning they want to systematically convert ideas into successful products or services.…
Read MoreOur client - a major marketing company - desired to create new location and behavior-based attributes for target consumers that could be leveraged in model and audience creation. The attributes would be derived from data related to driving patterns and locations provided to the client by a major vehicle manufacturer. This data set contained vast amounts of information but lacked the necessary context relating one action to another, making the data hard to parse and interpret for our client’s purposes.
By optimizing existing approaches to extract better results, GAP developed a new proprietary methodology for the creation of these attributes. Algorithms were created to identify drivers’ home and work location and “stopped by” locations - places a consumer is likely to visit before or after work. Using these data points, GAP created audience profiles for frequent and recent visitors to these businesses. By identifying places and patterns of consumer visits, this unique model allowed our client to create and place better-targeted ads based on a consumer’s rider journey.
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DRG is a leading healthcare research and consulting company providing high-value healthcare industry analysis and insights.
All organizations worldwide want to be innovative — meaning they want to systematically convert ideas into successful products or services.…
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