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Bits and pieces from the Crowd Scientists
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
- John Wanamaker
But it doesn't have to be that way!
I just came across a very interesting take on the importance of consumer data. Dedric Choi, at iMedia, wrote an article in which he explains:
- The kinds of data that matter vary widely from advertiser to advertiser
- With the rise of real-time ad exchanges, data become at once more necessary and more powerful
- More information allows for more precise targeting and increases the chances of finding specific attributes that lift performance
I, like Choi, felt the pain of advertisers and publishers alike in the situations he illustrated:
How many times have you worked with a client and found that its idea of the target audience for the brand or product is significantly different from the actual audience? Similarly, how often have you looked at data around a "targeted" media plan and found that less than 50 percent of impressions were served against your target? Or you were told a site indexed 80 percent female, making a great fit for your brand, only to find 40 percent of your impressions were served to teenage boys.
Crowd Science understands that this is a day-to-day struggle for so many advertisers and publishers. That is why we created a demographics platform product from the ground up to address this problem.
Check out the article here: The Growing Importance of Consumer Data
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