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Volume 32, Issue 2

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Tuesday, 19 March 2019 14:41

Data Management Platform Coverage Takes On A New Look

When I started my career in marketing analytics almost 20 years ago, the biggest challenge was wrangling first- and third-party data, joining them together, and analyzing customer patterns. It was like mining for gold; we wanted to discover something unique about our customers, a nugget that our marketing counterparts could use to craft customized messages or target more effectively. It took a lot of time (this was before the ad- and martech boom), but it was fun spending hours programming and running models to understand customer behaviors.

Well, it was fun for me. My colleagues may not agree.

So when I was asked to take over data management platform coverage, I geeked out in excitement. It was my time to learn more about how data-specific technologies automate the mundane tasks that I had to do years ago, and with new, quickly changing data sources.