Beyond words. Optimization of advertising campaigns between behavioral analysis and neuroscience

Since attention has become a scarce resource, it becomes increasingly important to maximize each contact opportunity by offering the most appropriate content in the most appropriate context. The analysis of consumer behavior through big data and the improvement of content through neuroscience are indispensable practices to increase the effectiveness of advertising, as shown by concrete research evidence. Companies are therefore called to integrate them permanently within their strategies and within their processes, which in many cases have to be rethought in order to exploit their insights in the best way.