In an example of how BT can be used for clients other than directly in a campaign, Beyond's Srishti Gupta explained that Verizon brought the company customer research on who the telecom giant should
be targeting. When it didn't seem to fit what Beyond thought, they turned to ad network, publisher and social media partners to develop detailed consumer profiles of who Verizon clients have been,
which was very different from what the company had assumed through offline research.
"They ended up changing their own cosumer data set offline based on the data we gave them," she said. Now,
Verizon is using BT not just around online campaigns but for internal use.
