Understanding the People Behind the Data Helps Drive Engagement
“If you can’t measure it, you can’t manage it” is the motto at Richmond-based NDP.
Last year, the full-service marketing and advertising agency added a media planning division — Neathawk360. As the name implies, this new service embraces a 360-degree approach to the many and diverse forms of media that can impact a consumer’s engagement with brands. Data and analytics drive the strategies.
The country saw firsthand the role data and analytics played in the COVID-19 outbreak, tracking virus activity and testing, and eventually providing evidence to support the cautious reopening of the country.
The media industry is also highly data-driven, says Brent Morris, CEO of NDP. And NDP takes it a step further: “We want to thoroughly understand the human being behind the data. That’s what drives our media planning and strategies to help clients connect with consumers and heighten brand experiences.” NDP also helps organizations build brand trust.
“I think health care companies know they have a lot of great information and data,” adds Amy Baril, NDP executive vice president of consumer engagement. “They’re trying to better understand who the potential patients are, and how to reach them and market to them.”
Read the full story now and learn the value of embracing a broad view to the many and diverse forms of media that can impact a consumer’s engagement with brands:
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