All marketers face a similar challenge: delivery channels have exploded. Once limited to direct mail, radio, and television, marketers can now reach out via email, Web, SMS, digital display, mobile apps, and numerous social avenues. Each touch point generates new data, so customer information has grown in equal proportion.

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Sifting through terabytes of information and identifying your customers’ interactions seems impossible given all the channels and devices. But a savvy marketer must respond with relevant and individualized messages to meet customer expectations and in real time. What’s also new is a dawning realization that achieving true real-time advertising, making use of big data, is increasingly dependent on effective data management.

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The woes of current siloed digital advertising and marketing practices:

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• Point solutions only manage a single channel or content block

• Digital point solutions live in the channel but don’t have direct access to data

• Each point solution requires lengthy & expensive data movement to its cloud

• Individual silo’s don’t have a bigger-picture view across the full customer relationship.

• Advertising often planned in isolation of other channels.

• Influence of display views not tracked

• Advertising data not accessible/retained by client. Reliant on point tech vendors, publishers and agencies to provide data.

• Direct clients have limited transparency on media buying activity

• Using 1st party data creates privacy concerns. Most advertising point solutions offer limited privacy controls.

• Data Leakage: Anonymous re-targeting data could be used by point solution vendors could be indirectly shared with other competitors.