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How the Aggregate Knowledge/Neustar acquisition will impact online businesses
Aggregate Knowledge and Neustar have been working together for quite some time now, but recently AK was acquired by Neustar and that has many wondering how their online space will change with the move. The big picture: by improving the data space for online businesses.
David Jakubowski, SVP Marketing Services, Neustar: We are helping our clients solve these challenges by linking up-to-date data with real-life activities, such as website visits, call center inquiries, offline/online marketing campaigns, so that marketers can create a personalized dialogue with their customer...everywhere they interact with them.
Kristina: What is AK's role within Neustar?
David: The Aggregate Knowledge team and technology [is] focused on delivering a centralized marketing solution to the industry; the team is able to leverage expertise across customer intelligence (think data assets on all US households) and media intelligence (analytics and optimization across online media and audience) to deliver a ubiquitous experience across all offline and online touch points. In our case, we have major advertisers and agencies that have chosen us because of our business model (grounded in neutrality), history (bottom up privacy-by-design) and data assets (focused on people versus cookies).\
Kristina: What do you expect to be the biggest trend for 2014?
David: Marketers are becoming smarter and wanting to close the loop between the online and the offline worlds. To do so, they are demanding centralized marketing solutions that will help them quantify return on ad spend (ROAS) across every channel (direct mail, search, display, social, and mobile). Attributing online influence to both online and offline sales, understanding how mobile fits into the cross-device picture, and standardizing on how to connect the "identity" dots of the consumer will be the biggest trends in 2014. No one has all of this figured out today, but I believe that it is possible and by year end, leaders with viable solutions will emerge.
Image via Shutterstock
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