Data. It’s what every marketer needs, but how can he judge what he’s getting?
In an interview with a BizReport writer, Martin Hayward, Director of Marketing at Mirror Image, shed some light.
Mirror Image, headquartered in Tewksbury, Massachusetts, is a company that combines a patented, global Dynamic Delivery Network with real-time, ultra low latency services that include customizable application logic, online video publishing, streaming solutions for delivering live video and video on-demand, content delivery capabilities for content caching and file downloads, and optimized delivery to an extensive range of desktops, mobile devices, IPTV set-top boxes, and other devices.
What are some missing links when it comes to data?
“With big data and more complex technology, ad tech professionals are facing a major issue when it comes to global synchronization of data,” says Hayward. “In order to increase relevancy in real-time and drive ROI of ad campaigns, marketers need a full profile of potential targets in a matter of milliseconds, which happens by seamlessly connecting data from all sources. A partial profile of the prospect will not have nearly the same marketing effect as one that includes every piece of relevant data.”
How can marketers use all the data to turn bits and bytes into real intelligence?
It’s not easy, says Hayward, but it’s essential.
“It’s true that marketers face a bit of a catch 22. Not enough data means they don’t have all the information, while too much data can flood the ad targeting process,” Hayward explains. “The key is to have the right data, and to have the right data, you need to have all the data available coupled with the ability to filter the most relevant data. While an influx of data can have a counter-productive effect on the marketer, there is technology that can help manage it and turn the relevant data into actionable intelligence, creating highly targeted, personal ad experiences.”
Real time is also an issue.
“As marketers shift their strategies, they should consider the point in the decision-making process in which messages are targeted,” Hayward advises. “The importance of real-time advertising should not be understated–however, that is not necessarily the timeframe where consumers are most receptive to influence by marketing messages. The decision-making funnel begins long before real-time contact.”
The whole interview is available here.