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BizReport : Advertising : April 10, 2012


BlueKai, Datalogix partnership marries big data with behaviors

Big data has been making big headlines - but not in great ways - for a few weeks now. The biggest of the not-so-great headlines intimating that although there is much data available brands aren't using properly and are losing sales as a result. Enter a new partnership from BlueKai and Datalogix said to help brands take big data and create usable targeting models to improve online campaign performance.

by Kristina Knight

Through the partnership BlueKai will marry their Data Exchange information with Datalogix models to help brands create usable models from which they can target the right shoppers in a relevant manner.

"Marketers are looking for high-performing audiences at scale," said Eric Roza, CEO, Datalogix. "BlueKai pioneered the delivery of cross-vertical intent data in one integrated media-agnostic platform, and Datalogix pioneered the delivery of purchase-based digital audiences. We are excited to leverage our experience building 'spend-a-like' models for over 1,000 direct marketers, to partner with BlueKai in advancing the state-of-the-art in delivering highly-relevant audiences at scale."

Omar Tawakol, BlueKai CEO said, "We're excited to partner with Datalogix, whose analytical chops and deep expertise in consumer purchasing behavior is unparalleled. Through this partnership, marketers will no longer have to choose between big data and better algorithms, they can now have both."

Interested brands simple choose a BlueKai audience or use their own first party data and then expand that base using Datalogix modeling techniques.

Datalogix is a leader in building purchase-based audiences and consumer data models. BlueKai is a leading data management platform.

Tags: advertising trends, BlueKai, data collection, Datalogix, online data, targeted advertising










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