Originally published on Which-50 Consumers repudiate and recoil from a central organising principle of modern marketing: that brands can — and do — target advertising and other messages at them based on their web browsing behaviour and other personal data. Participants in the global digital marketing ecosystem have convinced themselves that consumers...

Originally published on Which-50 While using data to deliver experiences has become table stakes, leaders are leveraging data in more nuanced ways, according to Ben Sharp, head of revenue ANZ at Pureprofile. Understanding and comprehending consumer data from different sources is what is separating experiences, according to Sharp. At the top end...

Originally published on Which-50 Access to consumer data is increasing but its use by businesses is becoming more opaque, a point underscored by a series of breaches and scandals last year. Despite the access, many brands still struggle to deliver the high level experiences consumers now expect. It is a dangerous game...

How do personal values relate to sustainable consumer behaviour? Pureprofile presents a snapshot of The Values Project findings at the annual WA AMSRS conference. You can download the presentation here.  How do personal values drive the consumer behaviour of Australians? Yesterday, we presented the latest Values Project findings at the Australian Market...

Last week, a few of us from Pureprofile enjoyed a discussion with award-winning author and journalist Catherine Fox. The event, organised by the Sydney chapter of Women in Research, was an engaging conversation about women in the workplace and how women can leverage their networks to boost each other in...

For all the advancements in data and technology over recent years, brand tracking has remained relatively stagnant – the way we conduct brand tracking today is pretty similar to the way it was done 15 years ago. This is a huge waste, as technology can unlock incredible value without needing...

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