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3 Steps to Using Data in an Imperfect Data World

January 22, 2013 by 5 Comments

Archery target with arrows around the edgeData is reinventing the online advertising market. Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist.

This isn’t just a consumer advertising trend, increasingly B2B advertising is being driven by data as well.

However, the problem with online data is it is inherently dirty. Collected from registration forms, browsing behavior or appended offline data sources, collecting online data is an imperfect process at best.

So what is the smart way to use dirty data to improve your advertising? Glad you asked.

Here are three steps that will guide both media and creative. [Read more...]

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Filed Under: Marketing Technology, Media Tagged With: , , , , ,

B2B Email Lists: How Publishers Use (or Abuse) Your Email

December 14, 2012 by 10 Comments

In B2B marketing, and particularly in enterprise technology marketing, publishers lean heavily on email lists for lead generation programs, including whitepaper and webcast promotions.

B2B email lists also still command high rental rates ($300+ CPMs are very common). Both directly or indirectly, email continues to be an important vehicle for B2B publishers.

But when you rent an email list, purchase an ad in an email newsletter or run a lead generation program with a publisher, do you know how much the publisher has used (or abused) their email list? [Read more...]

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Filed Under: Email, Media, Research Tagged With: , , , , , , , , , , , , ,

Content Syndication Options for B2B Lead Generation

July 10, 2012 by 6 Comments

Lead generation continues to be a top objective for B2B marketers and content syndication is primary offering from publishers.

Definitions:

  • Content syndication refers to distributing content through publishers and requiring registration in order to capture contacts.
  • Leads in this post refer to contacts captured through a registration form, in line with the way B2B publishers label their programs.

As demand for B2B lead generation programs increases, new providers are springing up, sporting slick new websites, massive email databases, lower costs and brand new approaches.

As the landscape changes, here are some of the benefits and drawbacks [Read more...]

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Filed Under: Content, Demand Generation Tagged With: , , , , , , , , , ,