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BizReport : Advertising : August 14, 2013


How Lotame pushed PilotOnline 100% higher

We're talking a lot about data this week at BizReport. One common issue heard is that data is too disconnected. The Lotame platform helps to solve that problem by uniting data collection into a single platform.

by Kristina Knight

Kristina: What problem does the Lotame platform solve?

Madeline Rich, Director of Marketing, Lotame: Marketers and brands have tons of customer data that are being managed under different disconnected platforms. This data includes digital (Fixed web, video and mobile, Social, Search), Offline (Direct mail), Email, Content management and CRM. There is an increased need for marketers to centralize this data under a single platform to drive efficient data-driven marketing campaigns. Lotame's unifying data management platform, Crowd Control allows customers to collect, organize, activate and understand their audience from any source in order to most effectively target them.

Kristina: With so much data now available, are brands getting better at the analysis and implementation?

Madeline: Yes, I do believe so. Advertisers are beginning to understand where all the data comes from, the value of it and how it all fits together to increase efficiencies to drive better results across their marketing efforts. In addition, they are expecting that their agencies stay educated and are prepared to support them with their data driven initiatives.

Kristina: How was Lotame able to push PilotOnline engagement by 100%?

Madeline: Lotame's product allowed Pilot Online to target audiences they previously couldn't reach nor identify. Pilot Online admits their first party data was a mess, with the help of Lotame, they identified their users behavior and created custom targeting options their local advertisers need. As an example, Pilot Online previously received a small amount of business from the local airport. Once Lotame identified a large group of users that fall under the domestic travels segment, the airport quickly started a yearly campaign reaching those users.

Image via Shutterstock

Tags: advertising data, advertising trends, data analysis, data trends, Lotame










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