By: Adam Lehman | AdAge
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.