From Insight to Impact: How Human-led Insights Drive Precision Activation and Measurable Brand Impact

In a world of proxies, assumptions, and modeled guesswork, marketers are increasingly questioning whether their media is reaching real people, let alone the right ones. Audience research is rich with human insight, but too often those insights never make it into activation or measurement, leaving brands with opaque results and limited confidence in ROI. 

In this presentation, Dynata will show how leading brands are putting real people back at the center of their media strategies. Grounded in high‑quality, first‑party survey data from verified consumers, Dynata connects audience definition, cross‑platform activation, and brand lift measurement into a single, continuous workflow. 

The session will include a live Q&A featuring Emily Proctor, Managing Director of Data & Technology Solutions at OMD, offering an agency‑side perspective on what it takes to move beyond inferred data and leverage applied audience solutions to ensure campaigns deliver against the right target audience, and prove impact across channels.