The in-house marketers guide to a data roadmap — Howard Luks // Eyeota (copy)

Quotes

• “For a marketer, a data roadmap is understanding what elements of your customer engagement online and offline are important to you for driving effective marketing.” - Howard “From where I sit in the world, data roadmap is trying to make sure we bring in data where it covers every aspect of the purchase funnel from showing intent to buying a product so that when we go to a marketer we can bring them solutions in every part of the purchasing funnel.” - Howard“We capture piece of data, we sell that piece of data and a partner gets a percentage of the revenue that we made off of the data elements that they’ve combined.” - Howard“For consumers, somewhere in their data usage terms they have language that says ‘we are reselling or making our data available to partners’ and that is what drives it open and free and how advertising, publisher and internet ecosystem and partners of ours stay in business.” - Howard“If that’s what keeps the internet free, consumers are willing to trade their information and data in exchange for the free service and hey, newsflash. That’s the way the world works.” - Ben“At Eyeota, we deal in aggregated and anonymized data. What we are capturing is an aggregate of lots of user-search for cars and lots of cookies that come from that and then that is dropped into a category. It’s a random set of cookie IDs.” - Howard    “As we hear about how data aggregators and data resources think about they are collecting data, you have to map that against what your marketing strategies are. If you’re trying to build awareness, the data aggregators are looking for people that have shown interest in specific categories.” - Ben “So, mapping not only what data is being collected but also to what you are trying to accomplish with your marketing strategies is really the secret sauce here.” - Ben