Using Data for Real-time ‘Gut Checks’ By shifting from modeling to an AI-infused, data-driven approach to planning, consumer brands can innovate faster and, eventually, be able to predict category and shopper trends. Driving Media Strategy with ‘Consumer Mix’ ModelingIf marketing messages can be individualized based on what we know about consumers, our media and measurement strategies should follow suit. Catalina and Samba TV Form Partnership Catalina Marketing and Samba TV have partnered to integrate shopper behavioral data and video viewership insights at a massive scale, encompassing tens of millions of households and billions of data points.
