Data is today’s marketing currency. We harvest it wherever we can – via paid, owned and earned media. And this harvesting is facilitated by numerous tech and services providers: known-data appending plug-ins like Dun & Bradstreet and Social123; anonymous data marketplaces such as (Oracle) BlueKai; and currently the hottest of the data sources, predictive analytics providers such as Lattice Engines and 6Sense.
But what’s almost always neglected in the marketing data discourse: the media companies that have been generating traffic, prospects and customers for marketing clients for years.
Marketers shouldn’t neglect these sources and their evolving capabilities. Top-tier media companies aren’t the “lead-gen sources” of old – they’re the “data-gen providers” of tomorrow.