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The Data That Matters in Digital Advertising
 

The Data That Matters in Digital Advertising

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In today's digital world we are awash with data, but do you understand how much you have, what you can source, how to make it actionable and who else is making a profit from it?...

In today's digital world we are awash with data, but do you understand how much you have, what you can source, how to make it actionable and who else is making a profit from it?

CMOs have come to realize that data is critical but are rarely using it to its full potential because they lack some of the basic information they need. There is a shift occurring where the control of this data is moving in to the brand and away from the hands of the agency, and this is leading to new opportunities but also creates a problem for agencies who have to find an answer to the role they play in a data driven world.

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    The Data That Matters in Digital Advertising The Data That Matters in Digital Advertising Presentation Transcript

    • The Data That Matters in Digital Marketing Dax Hamman Chango @chango / @daxhamman
    • Audience buying
    • Data (who) Media (where)
    • DSP = Demand Side PlatformDMP = Data Management Platform
    • Your site?Commonly used Growing Leakage Site visit Incoming source Free analytics Existing vs. new Incoming search Widgets Products viewed Social connection Free toolsProducts purchased In-store location Sharing applications Geo location Mobile location Affiliate Email interaction Ad buys
    • “Thank you!” Retargeting Exposed: Not Another Whitepaper About Retargeting! http://www.chango.com/whitepaperFind us: @chango / Daxthink.com / @daxhamman