From Information to Audiences: The Emerging Marketing Data Use Cases

Technology has fundamentally advanced the creation of what many call “big data.” And the use of marketing data is evolving as rapidly as the technology driving it.

For marketers, the proliferation of data has created the ability to better understand consumers, seamlessly match ìright-timeî offers to their needs and optimize the management of profitable, long-term customer relationships.

This white paper produced in conjunction with the Interactive Advertising Bureau and sponsored by IBM explores four data-driven use cases (audience optimization, channel optimization, advertising yield management and targeted media buying) that collectively represent how to leverage the potential of “big” marketing data.

Download this whitepaper to learn about:

  • Rules-driven integration of disparate data sets
  • Improved operating infrastructures
  • A strong network of data-centric technology and service partners
  • Marketing data governance

Sponsored by IBM

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