“Data as a Competitive Advantage”, the recent study from Winterberry Group and Interactive Advertising Bureau (IAB)—and sponsored by AddThis—highlighted two main business goals that respondents most wanted to utilize data to accomplish: better targeting and growing revenue. On the targeting front, marketers are having some success, with more than 71% reporting that they’ve achieved better audience understanding and segmentation through data collection.
Is big data too big? In a way, yes. Forrester recently reported that only 12% of data collected by brands is actually used! The report highlights the fact that what businesses are seeing is not necessarily a need for more data, but for better quality data.
Big data is bigger than ever, and most marketers agree that it’s important for staking out a competitive advantage and supporting business goals. According to a recent study, however, there exists a large gap between what companies believe data can help them accomplish and actually using data to meet those objectives.
AddThis’ Massive International Data Footprint Augments the Audience Data Marketplace Offering in Key European, South American and Pacific Rim Markets
VIENNA, VA – Sept. 24, 2015 — AddThis, a global marketing technology company, today announced it has expanded its relationship with the Oracle Data Cloud to provide its global data footprint to the Oracle Audience Data Marketplace.
Consumers are spending an increasing amount of time in digital channels, theoretically enabling marketers to better observe consumer behavior, glean new insights, target more efficiently, and deliver a hyper-relevant consumer experience.