We stand at a fascinating crossroads in data-driven marketing.
On the one hand, publishers and marketers are finally gaining access to
truly integrated, cross-platform data and marketing solutions. These new
capabilities enable companies to collect the data their customers are
generating across the full range of digital devices in circulation –
computers, smart phones, tablets, even set top boxes – and combine it
with data drawn from analytics tools, CRM systems and point-of-sale data
sets; to integrate and harmonize all of this data from disparate
sources in a single, unified data dashboard. They're then able to deploy
those audience segments across web for audience-targeted advertising
campaigns, personalized content delivery and other integrated marketing
programs.