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BizReport : Advertising archives : January 20, 2016

Ad Roundup: Releases to improve data

Data is expected to play a bigger part in marketers' success than every this year. Two new tools in the online space may help those marketers better understand their customers.

by Kristina Knight

First, Avention has released OneSource DataVision. The new solution centralizes and then analyzes multiple data sources, giving marketers more in-depth insights into their customers. The tools uses both internal and external data, and creates actionable data visualizations in a single view.

"In a world where gaining new customers has become more complex and competitive, and customers engage with vendors later in their buying processes, marketing and sales teams need to align their data more than ever. OneSource DataVision is a powerful - yet easy-to-use - tool that helps marketers understand their current customer bases in detail and identify the most relevant target companies and segments," explains Lauren Bakewell, senior vice president of product for Avention. "Initial customers have seen positive business impacts and results from their use of OneSource DataVision."

Meanwhile, Kenshoo has launched their new Infinity Tag. It's an upgraded version of their pixel tool which offers retailers data that better describes their customers' journey through the purchase funnel. The new tag tracks and reports relevant data while also creating optimized conversion measurements and improving attribution.

"The Infinity Tag is a significant step forward in solving some of the most difficult attribution and optimisation challenges," said Will Martin-Gill, chief product officer for Kenshoo. "A retailer may receive advertising dollars from a manufacturer of a product they sell to create an additional campaigns to boost promotion of the product; the retailer can now share campaign performance details with the manufacturer regarding driving sales of the products compared to other items on the retailer's site. As the retailer optimises to drive better performance, they can make the case for more co-op dollars from the brand."

Image via Shutterstock

Tags: advertising, advertising data, Avention, data consumption, data optimization, Kenshoo

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