Author Michael Pryor

The unaccounted millions of ad spend: Michael Pryor on the growth of data-driven marketing

While attention to the rampant growth of the ‘interactive category’ grabs headlines, there’s an extra piece of the expenditure puzzle which largely goes unaccounted for. And that’s the value and confidence New Zealand marketers are showing by increasing their investment in data-driven marketing and advertising (DDMA), argues Marketing Association chief executive Michael Pryor.