At a recent meeting organized by Epsilon with Publicis Groupe, the conversation revolved around one of the biggest challenges for brands today: standing out in an advertising-saturated environment.
Today, the problem is no longer just about reaching people, but about being relevant in a noisy environment. According to data shared during the event, a person may be exposed to up to 10,000 ads per day, but only a small percentage manages to capture attention and an even smaller fraction sticks in a consumer’s memory. Given this dynamic, Epsilon’s commitment is focused on the use of intelligent data and human behavior analysis to transform the way brands understand their audiences.
The platform integrates thousands of data attributes: buying habits, content consumption, digital interactions, social media activity, and CRM systems, allowing for much more accurate and dynamic profiles. Thus, brands stop segmenting only by traditional variables such as age or gender, and begin to understand more complex factors such as motivations, interests, lifestyles, and behavior patterns.
Because today, even two people who buy exactly the same product can do it for completely different reasons. And understanding that difference is precisely what redefines current marketing strategies.
One of the most relevant points presented during the event was the impact that this type of technology can have on advertising efficiency. According to the company, brands using its platform have managed to reduce media investment waste by up to 25%, in addition to improving advertising recall and increasing the recurrence of purchases.
The logic behind this model is clear: leaving behind massive campaigns without context to move toward much more accurate and personalized communication. It is no longer just about setting guidelines, but about identifying who is most likely to purchase, which message connects best, when it should appear, and through which channel it is most likely to make an impact.
In other words, the future of retail and advertising seems to be moving in an increasingly clear direction: the right message, for the right person, at the right time.
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