“A smart digital marketing strategy won’t rely on a single method of tracking, nor will it take data at face value. What differentiates the spray-and-pray approach from an integrated marketing approach is data science,” a technology executive noted in a recent report.
Dustin O’Dell, senior director of business development at Barometric, a tracking platform, added that it is not enough to use big data or data analytics in executing an effective strategy.
He added that transforming a myriad of information into “smart data” usually entails using different online tracking tools that yield vital information such as geolocation and consumption time of data and online services.
Similarly, Matt Ellinwood, senior director of data products at advertising software platform Tube Mogul, noted that achieving efficiency and precision in reaching your target audience requires mixing and matching solutions.
“That’s the goal: to make assumptions about where you’re going to see better performance for your ads by getting them closer to your target, inspecting performance and then shifting your budget and your strategy according to whether or not those targeting strategies are delivering for you,” Ellinwood told reporters. “What we’re gravitating to is how to serve the best ads to the fewest number of people at the right time so there’s more efficiency and less waste. But that’s really hard.”
