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Internationally-acclaimed Tribal Fusion making their mark at the IMC Conference

The 4th Annual IMC Conference made an incredible impact in Johannesburg on the 15 and 16 of October in a successful execution of the country's top marketing and communication event. Highly-acclaimed international workshop hosts, Tribal Fusion, a division of Exponential Interactive, delivered some valuable insights with their presentation: "Audience Insights and Effectiveness Measures - What Works, What Doesn't, and What's Next", showcasing data-rich case studies from the network's work across the globe.
As a leading digital marketing intelligence and global online advertising provider, Tribal Fusion drives sales for the world's top brands by helping them learn about, reach and engage their online audiences more effectively. Ranked 5th in the world behind big brands such as Google and Yahoo and operating in 25 countries worldwide, Tribal Fusion's global expansion is making astounding waves in the industry. In January this year, Tribal Fusion was named the world's second largest Display Advertising Provider, having reached almost 500 million unique users per month.

Representing at the IMC Conference were their two international speakers, John McKoy - Managing Director of Exponential for the APAC region, and Bryan Melmed - Insights Director at Exponential in New York, who delivered on four key lessons in their workshop presentation, namely: 'Measurable is not always meaningful', 'Clickers are troublesome', 'All models are wrong, but some are useful' and 'Attribution is too late'. A few media delegates got the opportunity to sit down with the team for a more in-depth and insightful look into the success behind the network. They advised on two key areas of discussion:

Understand where the figures are coming from:

Today people care about numbers and are too reliant on 'clicks'- It is a culture and school of thought, but we need a better method of measurement as numbers do not tell the full story and a click is only as good as its conversion. We need to move towards understanding customer value as a whole.

The digital landscape is so complex and overloaded with information that it is important to cut through the clutter and become more transparent. Tribal Fusion is known for its 'show-not-tell' policy, allowing them to share information, be transparent and cut through the myths in the market.

Profiling and Targeting:

In order to understand your audience you need to push the curve. Profiling involves looking at a person's behaviour rather than just who they are, as demographic targeting is now irrelevant. The system that Tribal Fusion has put together looks backwards in time, as they can predict who the next most likely customer will be based on specific projections. They can predict the success size of a potential audience and direct that audience through various platforms. When asked about one golden rule that should be applied in this regard, Bryan said: "Truly understand your audience and consumer behaviour. Do this by detaching yourself from the campaign and look at it from the consumer's point of view."

For Tribal Fusion, it is their mission to get clients educated by assisting them in planning and executing campaigns based on a deeper understanding of their online audiences, deliver the right advertising to the right audiences, and drive better results with more relevant and more engaging creative solutions.

For more information, visit Tribal Fusion for a more comprehensive look at the services they provide.

    
 

Living Your Brand's press office

Living Your Brand
Living Your Brand offers superior event coordination and marketing strategy development, exclusively within the South African Luxury market. This includes elite corporate events, innovative brand activations, email marketing campaigns and inspired brand publicity.
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