Stephen Pretorius, president at Acceleration, led a panel on Monday at OMMA Global in San Francisco discussing whether email is still relevant and does all the data even matter? The data absolutely
matters depending on how marketers use it. How has the email space evolved? One things for sure, marketers are not using the data to their advantage. Every company has their own data capture analysis
and it's important to build common targeted approaches to campaigns, from email to search to display. A second source of data is what you can append, meaning demographic data appended to files. Asking
for information as part of the registration service isn't always successful. Marketers know the biggest problem is capturing the information because it takes time for the consumer to fill out the
form, which many times results in an abandoned full cart. What's the better way?