Abstract
Media fragmentation has diluted the impact of most media. To achieve even average coverage across all customer groups involves buying multiple spots in diverse channels. Conventional media metrics have not helped advertisers to track these elusive consumer groups. Media-neutral planning makes even greater demands on data capabilities.To address this growing complexity and decreasing effectiveness, marketers need to use data characteristics to define their choice of media, rather than profiling the consumers of media that have already been planned. In this way, a better fit can be achieved between the target audience and the media it uses. For brands with multiple customer franchises, this may be the only way to increase ROI on their marketing.
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