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We’re back on the pages of AdExchanger with our latest byline: With Data Becoming a Currency, Brands Need to Sharpen Their Analytics Skills. The piece focuses on how critical clean data sets are to the overall marketing funnel, the use of First-Party data, leveraging small data sets and the importance of training teams who hone in on this data and use it as a valuable, competitive asset. Read on below:

Data has become the modern-day currency for brands to maintain a competitive advantage. As a result, brands have increasingly built entire infrastructures – a combination of people, processes and technology – to support an ecosystem of data that will yield valuable insights. The hope is to build better initiatives, drive better targeting and enhance consumer engagement.
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