Marketing Data

How Not to Source Garbage Data

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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 must pair online data correctly with the offline.”

With third party data, you have to keep this in mind: “It’s always been this play of scale vs. quality,” Rolf said. When you’re a big brand or advertiser, everything is about scale—that’s what programmatic is built on. “Now I have unlimited inventory and I can reach anybody anywhere, so I have to find the who. I have to make sure the who is right.”…….

Marketing Data

Data Quality vs. Data Scale

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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.

Marketing Data

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

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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 […]

Marketing Data

Want to engage your target audience? Heres how.

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Account-based marketing, in its simplest terms, is about marketing the accounts that your sales team is going to sell to.

One of the core parts of account-based marketing is sales and marketing alignment. Often marketing is running off of metrics that aren’t aligned with the sales team.

We recently spoke with Chris Golec, CEO of DemandBase, and he dove a little bit deeper into that basic definition, and explained how small (or large) businesses can use account-based strategies to the fullest.