Five Questions to Ask Before Diving Into a Data Lake

My previous post introduced data lakes and set the stage for why brands should consider building a data lake to support their data strategy. As a centralized data warehouse, data lakes allow marketers to aggregate various types of data into one location to drive richer, more predictive analytics. Does this sound exactly like what you […]

Defined: Data Management Platform (DMP)

What is a Data Management Platform (DMP)? DMP stands for “Data Management Platform.” That pretty much says it all: it is a platform that manages data. But you’re probably still wondering how exactly this type of platform can help you. According to Digiday, “In simple terms, a DMP is a data warehouse, a piece of […]

What is a Demand-Side Platform (DSP)?

What is a Demand-Side Platform (DSP)? A demand-side platform (DSP) automates the buying of display, video, mobile, and search ads for you. Demand-side platforms use algorithms to group all the rates of various networks together on a single platform, and is the control center that allows you to buy media that’s sold programmatically (which is […]

Defined: People-Based Marketing

What is People-Based Marketing? People-based marketing is marketing to people. You’d think marketing is already like that, but it’s not. Instead, with the rise of programmatic, people have been converted to proxies like cookies, impressions, devices, or segments. While new technologies and channels offered marketers new ways to reach their customers, they also turned to […]

Market Segmentation Definition: What is it and Why it Matters to Your Business

What is market segmentation? Market segmentation is dividing your target market into meaningful groups based on certain indicators like behavior, demographics, and preferences. Picture an audience of just ten people. One member is a single, working woman in her 30s, another is an affluent retired man, and yet another is a teenager just starting high […]