Research Explorer

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Project

How contextual data can enable relevant customer experiences

Outputs and Outcomes

Code

01CD0722

Duration

15 July 2022 → 14 January 2023

Funding

Regional and community funding: Special Research Fund

Promotor

Steve Muylle

Fellow

Leen De Schaepdrijver

Research disciplines

Social sciences
- Advertising

Keywords

web browsing data TV advertising targeting measurement Contextual data

Project description

As a consumer we leave a constant trail of data behind. For companies looking to interact with consumers in a relevant way, this data is extremely valuable. We want to investigate how new data sources can improve customer experiences. The focus is on how web browsing data can help with both measurement and targeting in a TV advertising context.

English

Dutch

English

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