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How data and technology will affect your marketing in 2017

…to businesses, the CMO must be analytical. In the past, companies did not have the ability to combine their various data pools, but today it is possible. Marketers can now track data and insights throughout the entire customer journey, which helps improve sales processes. To achieve success, CMOs…

Facing Facebook, Google and Amazon, brands pool their data

…the data in the open market. But data co-op members get a discount rate of as much as 50 percent off. Adobe’s Cross-Device Co-op Matlick compared his company’s model to the FICO credit score, where credit bureaus and other trackers of consumer borrowing and paying habits pool their data. That…

MarTech Today: Data pools, programmatic vertical video ads & more

…reported on Marketing Land and other places across the web. From Marketing Land: Facing Facebook, Google and Amazon, brands pool their data May 2, 2016 by Barry Levine Sharing data in co-operatives is becoming a way for the non-giants to survive. Vertical video ads now available programmatically…

Oracle Pools Its Acquisitions, Enters The Marketing Cloud Arena

…the new platform offers “a unified Modern Marketing platform with integrated cross-channel marketing, content marketing, social marketing, and data management for enterprise B2B and B2C”. Oracle joins Adobe, IBM and Salesforce among others in the push to provide a comprehensive cloud-based marketing…

Dangerous misconceptions about data breaches

…amounts of consumer data. But to assume that smaller companies are safe from such incursions would be folly. If a company operates online and collects consumer data in any capacity, it is vulnerable to a breach. You might only see the big names in the newspaper, but the pool of companies that have…

Springbot opens a customer data co-op for retail SMBs

…part of the overall data pool, and Springbot’s software finds similar profiles of customers based on, for instance, a previous history of buying hiking boots or outdoor gear, or a home ZIP code in a geographical area with a large number of hikers, or other factors. The data pool comes from other…

MediaMath Gets Into The Data Business With Launch Of Helix

…— can employ the data. Eventually, he said, MediaMath may drop the DMP requirement, so that “if you want to access our data, you pool your data into Helix.” Ross noted that previously, MediaMath allowed clients to bring their own data for ad targeting, or to employ data from any of the third-party…

B2B CMOs and CIOs: It’s time to rethink data management

…and is just not an effective mechanism for B2B marketers. B2C marketers now have a seemingly endless pool of data to define target audiences across devices, from historical purchases and behavioral data to location-based visitor arrivals. But ask any B2B marketer, and their targeting parameters look…

How to use data to power target account selection

…you take, it’s imperative to use clean data. With this profile nailed down, you can build a master pool of accounts that can be used to create segmented target account lists moving forward. To build this master pool, you’ll need high-quality data about each account’s firmographics, technographics,…

SRAX readies its BIG platform so users can make money from their data

…their consent first. Users get blockchain-generated BIG tokens for signing and filling out data, as well as for the sale of their data. The tokens can be redeemed for a share of a revenue pool from data sales, which is part of the total revenue; the rest of the income goes to SRAX. The tokens can…

Location data beyond the marketing department: A look at 3 use cases

…planners a strong incentive to look at mobile location data. Real Estate Investment Trusts Real Estate Investment Trusts (REITs) are becoming more sophisticated in how they select and pool their real estate holdings, but mobile location data (read: foot traffic) is not yet a core component of their…


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