Is BT Just a Sales Tool?

Just a quick post this morning to point followers of this blog to my article in today’s AdExchanger, which was prompted by one of our customers’ observation that, “BT is a better sales tool than a success tool”.

In addition to the fundamental look-alike modeling issue that I examine in detail in the article, BT poses a variety of other important problems that brand marketers should consider carefully before allocating budget to this tactic.

More about those on this page later this week.

About Andy Atherton
I am currently SVP, Data & Yield at Healthline. Complete background on LinkedIn...

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