Data-Crunching Speeds Up
On a panel discussing the use of Big Data to obtain “one true view” of cross-channel marketing efforts, Pete Stein, president, Eastern region, Razorfish, said massive amounts of user data that would’ve taken weeks to analyze a few years ago now takes only hours. As an example, he said the agency had built a platform for a Big Box retailer that used cookie level data to deliver relevant messages based on past brand behavior.
The effort also delivered different ads based on context, depending whether someone was on the company’s site, around the Web or in mobile. The data-driven targeting has resulted in a 12% lift in brand metrics with the same level of marketing spend as in the past.