Come Together, Right Now: Unified Data Gives Publishers an Edge

on April 5, 2017

If you’re struggling to keep up with the latest advertising and marketing technologies, you’re not alone.

New solutions pour into the marketplace each year, and for most publishers, it’s tough to know where to start. Not to mention the simmering debate about which group of technologies will take the lead – adtech or martech?

The truth is, none of this really matters. Why? Because unless your organization has addressed operational silos to build a unified strategy, you won’t be able to leverage unified data to offer advertisers a competitive edge. And you won’t be able to deliver what we all know your customers really want – truly personalized experiences.

Start with your organization.

Think about all the ways your audience engages with your brand. Whether it’s on Twitter,
e-mail, or your web properties, these brand interactions produce valuable data that, taken as a whole, make up a detailed picture of your audience’s preferences and behaviors.

But for many publishers, siloed functions mean that this data is scattered throughout the organization, rendering it practically useless to get a single picture of performance.

In order to make your data a strategic asset – valuable to both advertisers and audiences — you need to track all of these interactions across channels, systems, geographies and devices. But if you have one group in charge of ad operations, a different group in charge of e-mail, a different group in charge of branding and still a different group in charge of social, – and those teams aren’t consolidating their data – you’re hamstrung before you even get started

Dismantling siloes from your organization won’t happen overnight, but it’s the right endgame if your goal is to make the most of your valuable audience, campaign, or performance data. And if you can’t realistically realign your organizational structure, consolidating data from all your channels – not just stand-alone campaign data or e-mail data or social data — is a great place to start. A word of warning, however, don’t turn on the floodgates unless you have a carefully considered plan that includes what you’re tracking and why, and how you plan to develop or expand the data and analytics roles that are a fit for the digital business future.

Then add technology.

Once you have a plan to unify your data, you can start to think about your technology strategy. As marketers and advertisers have long understood, there’s no one-stop-shop solution when it comes to advertising and marketing technology.

The biggest platforms – like Salesforce, Adobe and Oracle – are bringing technologies together primarily through acquisition, but they’re still a long way off from delivering a single and fully integrated solution. At the same time, hundreds of small adtech and martech companies offer niche solutions that practically beg to be bundled together to make any real impact.

As a marketer, if I wanted to do targeting because I want to know that it’s you who’s accessing content, and then I wanted to personalize my message with creative dynamics so I can dynamically change the message or image depending on what you’ve been accessing – I’d have to come up with a custom technology stack to address my marketing wish list. A little from column A; a little from column B.

Bringing it all together.

If you’ve done the hard work of building a unified organization around data – or at least devised a strategy to get there – you’re in a good position to benefit from your efforts. With a solid understanding of how you interact with your audiences and the right services partner, you are in a position to not only capture performance data, but to effectively monetize.

Rather than bolting on the latest adtech or martech tool for some perceived (but unproven) benefit, you’ll have a robust analytics’ approach and supporting technology stack that forges deeper connections between you and your audiences and advertisers. And you’ll have a competitive advantage in the form of customer experience that will pay dividends well into the future.

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About Theorem

We are digital performance experts, accelerating growth and driving operational efficiencies for organizations across the digital ecosystem. Through a full suite of advisory, operational, and technical solutions, Theorem helps organizations unlock new sources of value –  allowing clients to maximize returns from digital channels much faster and at scale. Theorem optimizes digital efforts by seeing the full picture—getting clients on the right path and overcoming all obstacles along the way. For more information, visit us at

Brad KitchenCome Together, Right Now: Unified Data Gives Publishers an Edge

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