By: Mike Hattub, Chief Operating Officer, AnalyticsIQ, Inc.
Having grown up in the offline data and predictive modeling world, the focus has always been on finding ways to improve traditional direct marketing solutions for our clients. This normally centered around appending our consumer data to historical marketing files, developing custom analytics for targeting, and either scoring external lists or extracting marketing lists from our national consumer database. While this is still a very viable way to sell data and analytics, the online data delivery world is a whole different story.
The online world needs real-time access to consumer data for proactive and reactive marketing and ad-serving. This is a great new frontier for offering data and custom models for our clients. Through registration sites, data can be accessed in real-time in order to deliver the best offer/product/service through pop-ups and redirects. By teaming with ad networks, customized banners can be delivered to members of the ad networks while they are online.
The integration of our data into the online world is extremely exciting and there is a lot to learn as we bring all of our data to the online marketing community.