That’s not something you can do if you’re using prepackaged third-party data and templatized approaches. Once the data is in our UI, we can do cluster analysis, we can use advanced statistical techniques, we can do Boolean logic audience building, and the data is refreshed daily. ![]() I have a team of marketing scientists, and we build custom models for our clients. Then we get it ready for querying and put it into Snowflake. It comes to us and goes right into AWS at the most granular level. We built knowing that there would be changes coming. differentiate from other agency data platforms, of which there are many ? We have flexibility that our competitors, many of the large holding companies, don’t have. We’re able to change, evolve and build faster because of that. Why did Horizon decide to build a data platform rather than buy one?Īs an independent agency, we still have one P&L that’s controlled by our CEO, Bill Koenigsberg, and I work with him directly on our investment plan. ![]() But we have data technology that can tie those things together to do real customer journey orchestration. That’s what I do.Ĭlients are typically so siloed between media, CRM, email, creative and their website. It’s really about creating personalized experiences across screens, whether that’s with advertising, on a website or even in an offline situation like at an event. PAULA CONNARD: There are so many different ways to apply data assets, and media is just a part of what we do. “We want to position clients to help them do more with their data and give them the control to take certain things in house.”ĪdExchanger: What does a chief personalization officer do? It’s not a title I’ve come across before. ![]() “DMPs and DSPs felt like black boxes,” Connard said. pulls in deterministic consumer profile data from more than 283 million individuals in the US, including name, phone number, physical address and email.Ĭlients can enhance these profiles with their own known consumer attributes, such as employment status, demographics, home ownership and income, and do lookalike or propensity modeling. Horizon followed up its review with the launch of a homegrown data platform called blu., which uses PII data licensed directly from TransUnion to serve as its identity layer (or “spine” in agency parlance).
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |