Edelman to Assist Turner
Turner has brought in Edelman’s Predictive Intelligence Centre to understand how casual consumer turn into fans
The data and analytics assignment will see Edelman’s psychometric, behavioural and data scientists attempt to uncover what drives one person to purchase and another to abstain. Turner’s entertainment brands include Cartoon Network, Boomerang, Oh!K and Warner TV. “With the data and technologies available to us, it’s no longer sufficient to comb through demographic data and media consumption habits to understand how to appeal to our target audience,” said David Webb, senior director of data and insights for Turner Asia Pacific. Edelman’s own Earned Brand study has found that two-thirds of consumers globally will buy or boycott a brand based on its position on social or political issues.