It’s not that enterprise analytics is broken. The bigger issue, says Obele Brown-West, president of data intelligence platform Tracer, is that enterprise analytics was never all that functional to begin with.
Like other platform-focused media companies, Vice produces lots of data. Its sources include an ad server, programmatic ad exchange, data management platform, site analytics, viewability analytics, order-management software, Facebook and YouTube. As the media brand increased its data team from one to three data scientists, Vice knew it needed to collate its sources and automate […]
The Economist collects plenty of data, but until recently each type, including browsing or subscriber data, could only be analyzed in a vacuum. That meant The Economist didn’t know the types of content viewed by its most loyal subscribers and couldn’t identify the behavior of readers at risk of dropping their subscriptions. For advertising, those […]
OwnerIQ’s unique second-party data-sharing model, where it acts as media buyer and data broker between retailers and manufacturing brands, is showing signs of breaking through the initial skepticism which accompanied second-party marketing. The Boston-based company’s $40 million revenue from 2006 to late 2014 pales compared to its $60 million spike in 2015. Second-party data involves […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Emad Georgy, senior vice president of product development and global head of development at Experian Marketing Services. In the age of the half-read article, far too few have taken the […]
As programmatic buying continues its steady forward march, many are wondering when and how data-driven media buying and creativity can be reconciled. According to Nandini Nayak, managing director of design strategy and innovation at Fjord, the analytics and creative worlds are gradually coming together. Purchased by Accenture Interactive in 2013, Fjord has 500 designers and current […]
Hearst Magazines plans to remove its marketing data from silos and bring it to the cloud using Acxiom. Hearst hopes this move helps it bring together siloed customer information. Finding the overlap between Hearst newspaper and magazine subscribers, for example, is a manual process under the current system. “If a customer engages with us in one […]
Dstillery’s investment in data science dates to 2008, when the company – then known as Media6degrees – first applied big data analysis with a social skew. Since then it has broadened its focus to a wider range of digital media, but has retained its emphasis on the data. The person in charge of those efforts […]
The retail industry, unlike verticals where data compliance is a major issue, appear more in the thought-leadership phase of advanced data analysis than actual execution, despite isolated gains by some their progressive counterparts in building their own marketing-tech stacks. Eighty-three percent of retailers profiled in EKN Research’s “Big Data in Retail” study said they are […]
As marketers and advertisers struggle to access the right data to deliver customer experiences that are timely, relevant, and engaging, a growing number are turning to data management platforms (DMPs) for help. While the specific features vary, a DMP essentially collects data from first- and third-party data sources, and organizes and distributes the information to […]
