How BT uses data to plan away from the average


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How the Rise of Streaming, AVOD, and Programmatic Changed TV-Buying For Marketers


BT has been on a huge journey of change over the last few years - right across the organisation, data and insight has become the backbone to decision making. But without careful planning, growth and availability of audience data can lead to the unthinking pursuit of the same strategies and tactics, with marketers looking at data in the same way, reaching the same conclusions, and as a result - being pushed closer towards average.
Graeme Adams Head of Media, BT Group
BT
Toby Roberts Head of Strategy, EMEA
Essence


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