While the promise of digital targeting seems almost infinite, the reality is often quite different, with behavioral data experiencing challenges in reaching high-quality intended consumers. At next week’s Digiday Brand Summit, GfK MRI’s Sarah Liddle (VP, Sales) will show how offline data can enrich programmatic targeting and lead to more effective online campaigns.

Liddle will deliver one of the event’s “Sandbox” presentations, which will provide an overview of why today’s digital marketers need to fully understand who their audience segments are and what drives them. She will speak at 4:55PM on Tuesday, April 18th, in the Topaz Room of the Charleston (South Carolina) Marriott.

Drawing on rich, in-home interviews conducted with roughly 25,000 consumers nationwide each year, GfK MRI captures drivers to behaviors, attitudes, and lifestyle insights that can help marketers design the most informed and effective campaigns.

Click here to learn more about GfK MRI.

GfK MRI’s rich psychographic and media behavior data is available for programmatic audience targeting through partnerships with the largest DMPs, including Lotame, BlueKai, and eXelate. Its unique digital targeting elements allow companies to learn more about their segments by providing attitudes and behaviors that illuminate why and how people consume media and make purchasing decisions.

At GfK MRI, Liddle is the Vice President of NY Agency Sales and collaborates directly with leading agencies and brands that use GfK MRI consumer insights for strategy, research, media planning, digital activation, and custom data integration solutions. Prior to joining GfK MRI, Liddle held various media research roles at Nielsen and Arbitron; she started her career in Marketing at Simon Property Group.

The theme for this year’s Digiday Brand Summit is “Brand Marketing: The Need for Speed.”