MiQ is a programmatic media partner for marketers and agencies, using data and AI to deliver insight-driven advertising across digital and offline channels. Senior Group Director, Joe Espinosa, shares his key takeaways from our JAA x MiQ event earlier this month.
This July, we partnered with JAA to host a thought leadership session, bringing together agency leaders, planners, strategists and digital experts for an in-depth look at how MiQ Sigma is transforming the way marketers move from insight to action.
The setting was relaxed, the conversation was rich, and the message was clear: Sigma is landing exactly where it needs to – at the intersection of seamless connectivity, endless customisation, and fearless decisioning.
Whether you were with us on the day or you’re catching up now, here are the key takeaways from the session and how Sigma Intelligence, Gen-AI Personas, and our AI-powered Trading Agent are already delivering impact.
Sigma Intelligence: From Data Fatigue to Focused Action
There was one thing every marketer in the room agreed on. There’s no shortage of data – but there is a shortage of clarity.
Sigma Intelligence cuts through the noise by connecting over 700 trillion data signals across 300 diverse feeds to build a unified, actionable view of your audience. In the session, we showcased how Sigma uncovers exactly what your shoppers (and your competitors’ shoppers) are watching, browsing and buying. Then, it lets you visualise it all and push it live in just a few clicks.
From cross-platform behaviours to competitive overlaps, the room saw how Sigma reveals insight that would otherwise remain buried – empowering planning teams to make faster, smarter decisions with complete confidence.
Gen-AI Personas: Custom Targeting Without the Complexity
Audience building has traditionally been one of the most time-consuming, assumption-laden parts of the planning process. Sigma’s Gen-AI Personas change that completely.
With a single prompt, planners can now build hyper-targeted audience profiles that reflect the behaviours, needs, and platforms most aligned to their campaign goals. Whether you need to understand a new customer segment or pressure-test a current targeting strategy, Gen-AI Personas provide fast, intelligent outputs designed to fit directly into your planning workflow.
During the session, we ran a live demo showing how natural language inputs (e.g. “Find me charity donors who care deeply about making a difference and are pet owners”) instantly delivered rich persona profiles ready for activation.
Why Creative Still Wins in a Programmatic World
Audience building has traditionally been one of the most time-consuming, assumption-laden parts of the planning process. Sigma’s Gen-AI Personas change that completely.
With a single prompt, planners can now build hyper-targeted audience profiles that reflect the behaviours, needs, and platforms most aligned to their campaign goals. Whether you need to understand a new customer segment or pressure-test a current targeting strategy, Gen-AI Personas provide fast, intelligent outputs designed to fit directly into your planning workflow. During the session, we ran a live demo showing how natural language inputs (e.g. “Find me charity donors who care deeply about making a difference and are pet owners”) instantly delivered rich persona profiles ready for activation.
Final Thoughts from the Room
The MiQ/JAA session reminded us of the power of bringing people together around big ideas. The energy, the curiosity, and the shared sense of ambition in the room were unmistakable – and we’re incredibly grateful to everyone who came, asked questions, and challenged us to think even bigger.
Sigma represents our belief that:
● Data should be seamlessly connected
● Decision-making should be fearless
● Customisation should be limitless
From insight to activation, planning to performance, Sigma gives teams the clarity, control and speed they need to deliver better outcomes for clients right now.
