Brands Are Probably Paying Multiple Times For The Same Data
Summary
Today’s column is written by Ocean Fine, senior vice president of sales and demand at Factual. Marketers, on average, work with 28 technology companies, and brands usually team up with multiple ad agencies, which are often siloed for creative, digital and media buying efforts. When putting together intelligence-based audience segments for ad campaigns, with hundreds of potential data sources to choose from, what goes into finding, say, “Detroit moms who love hockey and buy high heels at the local mall” is often an unwieldy process. Big brands, with so many different marketing teams, agencies and groups buying media, regularly make thousands of data choices. Big data helps marketers understand customer preferences, how people shop offline and their digital behaviors.
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