Businesses must be able to accurately identify the users who are visiting their sites if they are going to do an adequate job of adjusting to their needs and requirements. Organizations that are savviest when it comes to analytics will tell you that you have a holistic handle on your data set. This means extensive data collection and the shedding of potentially skewed single threaded methodologies for obtaining information.
On the most basic level, there is a built in element of unreliability in any single method of blind data collection that can manifest itself in double counting in the extreme or in faulty assumptions about a single data point.
"Some internal data may be on a customer level, but digital data is often based on cookie level data and one customer may use a number of different devices to interact with the organization, resulting in a number of different cookie records," explains ClickZ's Neil Mason.
Semcasting's IP Audience Zones provides a solution for the holistic data collection power they need to be at their most competitive going into the new year. That's because IP Audience Zones draws on multiple points of statistically plausible - not inferred - interest. By drawing on predictive models based on demographic and psychographic location-based data, IP Audience Zones can provide nearly 100 percent reach supported by 750 data variables. This helps marketers land on the most accurate analysis of their intended audience, bringing information into the mix that draws on a database of 70 million demographic combinations from 5.2 million target-ready zones.
Ray Kingman : Jan 20, 2012 10:35:59 AM
