Real-time Big Data targeting raises the share of campaigns with strong activation effects, but comes at the cost of weaker market share growth and price elasticity.
WarningBrand Strategy
Using Big Data for real-time tight targeting buys activation at the cost of growth: activation effects jump (roughly 75% of campaigns versus 40%), but annualised market share growth and price elasticity improvements are both materially worse than for campaigns that do not.
Source
Media in Focus: Marketing Effectiveness in the Digital Era - IPA, in association with Google and Thinkbox (EffWorks) (2017)
Les Binet (adam&eveDDB) and Peter Field (Peter Field Consulting), IPA Databank
Fig 17-18, Media in Focus (IPA 2017)
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