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Author: Rachael Morris
Rachael Morris is Head of Optimisation Strategy at Infectious Media. Rachael joined in 2010, straight from Cambridge University, where she achieved a Masters in Mathematics, with Merit.
Rachael uses this strong mathematical background and her years of programmatic experience to analyse campaign performance across markets so that clients’ campaign strategy can be optimised for maximum performance. Rachael’s done this across multi-market campaigns for the likes of John Lewis, Hilton Hotels, Avis and Skyscanner.
Consumers often receive multiple messages from the same advertiser with no acknowledgement of previous engagement, so what could happen if people received ads in order, with each one building on the last interaction?