Successful digital campaigns need accurate data to thrive

04/3/2013 | MediaPost Communications

Accurate market data can make the difference between an online marketing campaign that fizzles and one that succeeds, according to eXelate CEO Mark Zagorski. More than half of respondents of a Black Ink study cite data accuracy as a challenge to return on investment. "Accuracy in data needs to become the next step, because we now have efficiency in media delivery through real-time bidding. We're moving toward using real purchasing behavior, integrating offline and online," Zagorski said.

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