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BizReport : Advertising : January 22, 2014


Ad Roundup: Releases increase data load, engagement

This week three platforms are changing the way their clients target advertising and customer engagement. Here's how:

by Kristina Knight

First, Datorama has launched a cross-channel analytics platform, giving businesses a unified view of their marketing data across channels like SEM, display, video, programmatic and other channels. With the platform brands can integrate outside data sources to generate a more holistic view of what is going on with campaigns.

"As we see more and more cross-channel marketing patterns repeating themselves across clients and industries, we're able to help clients break down their marketing silos and better manage cross-channel media synergies, which generate a better marketing ROI," said Ran Sarig, CEO, Datorama. "With so many different marketing channels and vehicles that didn't exist 15 years ago, it can be difficult to pinpoint which advertising channels are delivering the best results. Datorama's cross-channel marketing analytics platform enables understanding the relative impact of each channel in order to correctly attribute channel performance and optimize marketing spend and ROI across channels."

Meanwhile, POPSUGAR has tapped BlueKai for enhanced targeting data. Through the deal BlueKai will be the exclusive data management platform for POPSUGAR. The BlueKai DMP can help brands create campaigns that are more audience driven, increasing engagement and online experiences because of the relevance of content.

"Data is really changing the way many publishers think about their ad business AND their own marketing efforts," said Grant Ries, Chief Revenue Officer, BlueKai. "Innovative publishers like POPSUGAR are investing in a central audience data strategy that spans two critical areas for driving business revenue: one is to create more compelling and targeted ad offerings across desktop, mobile and video and secondly to use the same intelligence to inform and drive increased readership from their own digital spend."

Finally, Provenir's real-time, customer engagement platform will become integrated within the Havas EHS, giving Havas clients the ability to 'listen' to their customers in real time and create engaging content for those customers immediately.

"After seeing incredible results from Provenir in multiple pilot projects, we have selected the Provenir Platform to underpin the FULCRM, our real-time engagement offerings," said Tash Whitmey, CEO of Havas EHS. " "Provenir is a key partner that we see as being able to enable data inspired ideas on which FULCRM is built. It uses contextual data in real-time to build far deeper pictures of each customer and allows us to deliver immediate, intimate actions that are genuinely engaging."

Image via Shutterstock

Tags: advertising, advertising data, BlueKai, data analysis, data collection, Datorama, HavasEHS










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