J.T. Batson, chief strategy officer of MediaOcean, in speaking at OMMA Data & Targeting, used to hear about too much data can make things stuff for marketers and agencies. But perhaps no
more.
MediaOcean is new media billing office software group of Donovan Data Systems and Media Bank, which racks up a volume of $130 billion media buys, of which $24 billion comes at digital
spending.
Many years ago many executives he says used to hear from likes of Xerox who warned: "We are in danger of drowning in data."
Batson says what is needed is to create new unique
buckets of data which can "talk to each other." .