• AdExchanger, Monday, November 11, 2013 3:13 PM

AdExchanger posted an article written by Jason Kelly, CEO of Sociomantic, exploring how marketers can use Big Data to get closer to their customers. 

"The goal, of course, is to understand the customer so well that a meaningful relationship can be established across devices, channels, time and touch points," the post reads. "If it were possible, marketers would love the opportunity to connect with their customers as individuals, to explain on a one-to-one basis how well a product or service would meet his or her needs. That isn’t possible, but digital marketing -- when done well -- can get brands pretty close."

The article calls audience data "just the first step," and that marketers need to "bring on the data."

"Information is everywhere within an organization. Marketers shouldn’t limit their thinking to the obvious pools of first- or third-party audience data," the post continues. "By streaming CRM, audience and business-level data -- and using all of that to power highly personalized offers in a real-time bidding environment -- marketing can become a much richer and more integral aspect of an enterprise."

Read the whole story at AdExchanger »