Data fidelity matters, online and offline

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Marketers are often wooed by the channel capabilities that technology offers. And why wouldn’t they be? Those capabilities are impressive — from display to social to email and so on, the technologies are cutting-edge and constantly getting better.

But at the core of marketing are audiences, segments and people. And the better you know your audience, the better you can tailor your message, improve efficiencies, hone measurement and minimize fraud in your marketing. This statement is obvious in its simplicity, but most technology doesn’t adequately address this goal.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Jose Cebrian is Vice President and General Manager of Email and Mobile Messaging for Merkle. He came to Merkle after spending nine years at Acxiom, where he grew to Managing Director, Global Client Services for Digital Impact, Acxiom’s email and SMS division. Jose led a global team responsible for optimizing interactive direct marketing campaigns across the web, email, and mobile.


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