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Audience Matters Blog
The Big Bang Theory of Marketing Data: Introducing TruSignal
Author: Jeff Liebl, Chief Marketing Officer
January 10, 2012
If there was ever a time that consumer marketers faced the problem of too little data at their disposal, that era is long past. In a digitally-tilting, multichannel marketing world, almost every event, customer or prospect action ends up captured in a database somewhere. Just ready to be found by an insightful marketer. But how often are insights really being discovered?
Today, consumer data is measured in petabytes, headed towards yottabytes. And all this “big data” that marketers are collecting is constantly expanding - sort of like the universe. It’s easy to feel lost in space, trying to detect the intelligence amidst this vast expanse of data. Ultimately, the goal isn’t just discovery, but the need to ACT on it through smarter, better targeted messages and advertising.
Compounding the marketer’s challenge is the fact that there’s a whole lot of NOISE in online marketing today, including in the online “ad tech” world, which has created a glossary of acronyms and technology labels that can make one’s head spin. A digital advertiser can now explore literally thousands of different audience data segments offered by third party data vendors, to determine if any of them can improve advertising results. This must feel like staring at the night sky in August. How do you know where the real intelligence resides in all of this?
There’s a well-known concept in science called the “signal-to-noise ratio”. The phrase is often used informally to refer to the ratio of useful information to false or irrelevant data in a conversation or exchange. Hence, our name, TruSignal.
NASA’s famous Kepler space telescope has been in the news recently. It’s beginning to spot distant earth-sized planets orbiting stars in solar systems about 1,000 light years away. It can’t actually view these planets, but Kepler scientists know something’s there by studying at least 48 “signals” that are being detected by the telescope.
Back on earth, Google claims to use “more than 200 signals”, including PageRank, to order web sites, and according to their own web site, they update these algorithms on a weekly basis.
As a digital advertiser, trying to scan tens of thousands of data sets to find the one/s with signal to improve your campaigns, do you sometimes feel like you’re searching for intelligent life in outer space? Without the right technology, tools and instruments, you could spend your entire career searching and maybe have nothing much to show for it. Our goal here at TruSignal is to help you cut through the noise to discover the intelligence within all this marketing big data --- and then reach out and make contact with your best future customers. Please join us - it should be a fun ride!