Palo Alto, CA | June 26, 2018
Track 2 - Data/Targeting: Scaling Your Reach to the Right People at the Right Time
We have all heard “all data is not created equal,” but as a marketer how can you decipher what data you should rely on to build an effective targeted campaign that can scale? From 1st party to 3rd party data, Account Based Marketing (ABM) and beyond, this workshop will explore what information is available to target against and how data can be scalable across the web. You will head back to your office with the insight you need to develop a comprehensive targeting plan.
Where does 1st party data come from and why is it so important to your data targeting strategy? During this section, Mark Lewis, Vice President, Audience Development, IDG Communications, Inc. and Gordon Plutsky, Director, Insights and Performance Marketing, IDG Communications, Inc. will explore:
- Understanding the differences between 1st party, 2nd party and 3rd party data
- Exploring look-alike audience modeling and behavioral signs
- Using retargeting of content and web pages to engage your customers
Targeting is not just about sharing your message with the right prospects, it is also about listening to what these individuals are talking about and using a variety of platforms (social, email, native, events, on site, off line) to engage with them.