Excerpt...

Marketing automation tools are also often only as good as the lists fed into them, meaning they aren't useful for marketers that don't have significant databases of prospects. This is where the data platforms -- Acxiom, Turn, and recent Oracle acquisition BlueKai -- come in. They allow marketers to take their lists of known prospects and form audience clusters with similar characteristics that can be reached with ads.

 

Maureen Little, Sr. VP business development at Turn, said the integration allows marketers to pick desirable segments within their marketing-automation platform, and expand those specific groups. "I can say, 'Gosh, this is such a valuable segment; how many more people can I find that look like it?'" she said. "They will be able to say 'I just took the audience that is a couple hundred thousand and I believe that I've found 1.2 million people who look significantly like this consumer.'"

 

__________________

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).