Upcoming Data Trends in 2017

Upcoming Data Trends in 2017

DiscoverOrg is considered to be one of the best B2B data sets in the data business. Their CEO, Henry Schuck, joined today’s podcast to boldly predict a few upcoming business trends in 2017, including the fastest-growing verticals and the central theme that 2017 will be known for. He also talked about privacy shield legislation, and what his wife said when he dropped a potential career in law and started DiscoverOrg from nothing. Join Fellow Data Professionals “The death of people answering their telephone today is greatly exaggerated.” – Henry Schuck Click To Tweet “The hashtag for 2017 has got to be #salesprocess” – @henrylschuck Click To...
Technical Sessions 2: Reverse IP Lookup for B2B Sales

Technical Sessions 2: Reverse IP Lookup for B2B Sales

Don’t have time to read now? Download your ‘Listen Later’ pack here to receive a PDF transcript and audio copy. Reverse IP lookup is a way to discern something about a company so you can sell something to them—which is all well and good. But what exactly, you wisely ask, can I do with this technical topic to drive company sales? In the second of Rick Holmes’s Technical Sessions, you will figure out what reverse IP lookup is good for and why you’d want to bother with mapping anonymous website traffic. Hint: It’s not as anonymous as you think. What Reverse IP Lookup Is First, what is an IP address? Short answer, it’s the public facing IP (internet protocol) of your machine. “For most machines,” Holmes said, “this is the IP that is displayed by your outermost router, the one facing outside of your firewall.” Your IP address is what’s displayed in most web logs for your machine. Here’s the process: you browse a page, your machine logs onto the page, it gives off your public IP address, and the web page notes where you came from and when you leave. That’s really it. What isn’t an IP address, then? It’s important to know that multiple machines on the same network produce very similar IP addresses. Also, some IPs are dynamic, so when you’re using Wi-Fi or coming on and off a network, you’re being assigned a new IP (which sometimes causes changes to a publicly viewable IP). Over time, you see a big history of these IPs. This is the good part. IP addresses can be used identify...
Technical Sessions 2: Reverse IP Lookup

Technical Sessions 2: Reverse IP Lookup

Reverse IP lookup is a way to discern something about a company so you can sell something to them—which is all well and good. But what exactly, you wisely ask, can I do with this technical topic to drive company sales? In the second of Rick Holmes’s Technical Sessions, you will figure out what reverse IP lookup is good for and why you’d want to bother with mapping anonymous website traffic. Hint: It’s not as anonymous as you think. Your IP address is what’s displayed in most web logs for your machine. Here’s the process: you browse a page, your machine logs onto the page, it gives off your public IP address, and the web page notes where you came from and when you leave. That’s really it. Here comes the good part. IP addresses can be used identify both companies and households on the internet. Using IP addresses to find out information about companies falls under the topic of reverse IP lookup. Click here to subscribe to The Corporate Data Show for more data insights from leading industry experts! “Essentially, you figure out their buyer persona so you can show them products that they’ll be… Click To Tweet “When you’re looking up an IP in reverse, you’re bringing it back to a person or a company so… Click To...
How Not to Source Garbage Data

How Not to Source Garbage Data

Don’t have time to read now? Download your ‘Listen Later’ pack here to receive a PDF transcript and audio copy. On this episode of the Corporate Data Show, Ryan Rolf, Vice President of Data Sales at Lotame, explains the ups and downs of data brokering. Lotame is the only independent data management platform in the market today, specializing in the technology to help clients—particularly publishing clients—manage their data. Aggregating data from many sources in true data broker fashion, Rolf supplies data to advertisers to field their targeting, all the while hosting it online for easy access. In his six years at Lotame, Rolf has seen the company become one of the largest global online data exchanges. He has also seen a lot of cockamamie ideas about how to build databases. Clients with diverse use cases are coming to him to build stuff, so he knows the importance of data quality. “When you talk data quality,” Rolf said, “quality issues are in both sides of the world—third party data and first party data.” In first party data, you’re bringing your own CRM file or customer data online, so accuracy is a must if you plan to message your customer base. A quality check is super important because you can’t really mess with your existing CRM or first party data. Which is not an easy thing. “Maybe you bring in data from your offline CRM or onboarder, or you have it in a platform, but you also have your own websites out across the mobile and digital sphere,” Rolf said. “Now you’re bringing in anonymous data from those sources, so you...
Data Quality vs. Data Scale

Data Quality vs. Data Scale

On this episode of the Corporate Data Show, Ryan Rolf, Vice President of Data Sales at Lotame, explains the ups and downs of data brokering. Lotame is the only independent data management platform in the market today, specializing in the technology to help clients—particularly publishing clients—manage their data. Aggregating data from many sources in true data broker fashion, Rolf supplies data to advertisers to field their targeting, all the while hosting it online for easy access. In his six years at Lotame, Rolf has seen the company become one of the largest global online data exchanges. Clients with diverse use cases are coming to him to build stuff, so he knows the importance of data quality. “When you talk data quality,” Rolf said, “quality issues are in both sides of the world—third party data and first party data.” “It’s always been this play of scale vs. quality.” –Ryan Rolf Click To Tweet “I could line up people who intend to travel all day long, but if your ad is at the bottom of the… Click To Tweet “What they do, what ads they interact with, what searches they make, what articles they read,… Click To...
Corporate Data Show – Technical Sessions 1: Matching B2B Data  to B2C Data

Corporate Data Show – Technical Sessions 1: Matching B2B Data to B2C Data

Don’t have time to read now? Download your ‘Listen Later’ pack here to receive a PDF transcript and audio copy. In this first of Every Market Media’s short guides on translating technical data processes to real-world marketing applications, Rick Holmes unpacks the technical nugget of matching B2B data to B2C data. Because sometimes you need technical answers to the tactical questions you have about doing better marketing and making more sales. But sometimes—because of the nature of how the marketplace has evolved, which is constantly—the solutions to marketing-based problems require marketers to do some hard thinking. By which we mean to say, not everything is easy to access or explain. Such as the focus of today’s technical session. Why would a marketer care about matching B2B data to B2C data? Rick Holmes explains how Every Market Media’s attention got pulled toward the idea of B2B data and B2C data matching. It originally started when a client needed an application to onboard more B2B data in the various ecosystems for clients. (This application turned into an awesome product called Linkkey.) For example, say you’re a marketer who wants to pair B2C data with an ISP-type email, someone’s B2B persona—but you run into a problem. Here’s the challenge (and the reason you’d want a unified person approach): “The first thing that was interesting to Every Market Media clients was to take a B2B email and onboard it through a LiveRamp or a Neustar and push it out to various digital ecosystems,” Holmes said. “Only, the challenge was they found B2B emails were not as commonly used as registration information on the...
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