xPLUS Blog

By Perianne Grignon

SVP CMO

Econsultancy recently asked a number of people from [x+1] to provide their perspectives on the present and future of data in the world of digital marketing. Some of their insights were included in the recently published report, “Best Practices in Data Management,” written by Chris O’Hara, the chief revenue officer of Looksmart.

[x+1] CEO John Nardone and Bridget Bidlack, VP of product management, both provided content. The report’s interview with Bidlack, “How to Choose a Data Management Platform,” also appeared in iMedia Connection.

The process of considering the questions and issues around data management presented an interesting thought experiment for many at [x+1]. With the use of big data exploding, effective data management is fast becoming a key issue for many companies. As we’ve said before though, it’s not the amount of data that’s important but rather what can be done with it and the business value it can provide.

This is where effective data management becomes critical. Having all the data in the world in an array of disjointed platforms won’t provide the concrete benefits marketers crave. The true best practice in data management involves the seamless integration of data from multiple sources, the ability for it to flow bidirectionally between both paid and owned media channels and that it be supported by powerful decisioning capabilities. It’s what we do here at [x+1] and it’s why everyone here was so excited by the opportunity to think about these issues in a structured way.

Over the coming weeks we’ll be sharing more of the ideas and insights that came out of this exercise. Stay tuned!