Data should enable brands to act, react and learn
At the same time, agencies are struggling with the sheer volume of big data, which is becoming increasingly difficult to manage using traditional, manual methods.
The rise in the use of multiple data sources - which may number up to 10 in an average marketing campaign - shows that marketers understand that new digital technologies can add richness to campaign performance results and increase competitive advantage.
The more data - and the more types of data - available to agencies, the more they can learn from and about the campaigns they run for clients. And the more frequently this data is updated, the better equipped teams will be to optimize campaign performance more quickly. The downside is that it's easy to become overwhelmed by the massive amounts of data and the ongoing efforts required to capture, integrate and manage it.
The MediaCom Global Data Solutions team has created a marketplace of technology solutions that harnesses data from multiple sources into formats that are intelligent, user-friendly and accessible:
The objective of MediaCom Global Data Solutions is to give every marketer the power to perform highly sophisticated analysis in a straight-forward, integrated fashion. Our philosophy is that data should enable brands to act, react and learn. In our hands - and our clients' hands - that's exactly what it does.