This article was originally posted on iMediaConnection.com
Dimitri Maex, author of Sexy Little Numbers and managing director of OgilvyOne says that when it comes to targeting, we’re only using a fraction of the data available.
Three years ago when we talked targeting, it was about traditional methods like propensity models and segmentation. The focus was on emails, direct messaging, and display… but things have changed. Now it’s all about social, and there’s a much bigger variety of data sources. In fact, Dimitri says we’re only using a fraction of the data we have available. And he says relevance is more and more of a challenge. Watch an interview as he speaks with iMedia’s Bethany Simpson.