How do you measure brand? “There is a lot of data in the market that targets brands,” said Dave Helmreich, VP, Interactive Marketing, TARGUSinfo. “There are subsets [of consumers] that prefer particular brands … You look for people that tend to buy specific brands and services … That’s the starting point … You start with that, and run and test and refine it from there.”

Says Omar Tawakol, CEO of online data exchange BlueKai: “View you audience target as a piece of intellectual property.”

How are marketers ever expected to compute all of the data that’s now available? "It's not the quantity of data that matters, it's the quality," said Helmreich. People do tend to get lost in volume now that everything’s measurable, he added.

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