Imagine a platform that can ingest, bid on, report on and optimize unstructured data. This is what James Moore of Simpli.fi discussed at this month’s Digiday Publishing Summit.
The task of imagining might be made easier if you understand what unstructured data is: It includes all of the data that’s used to build audiences on- and off-property, from the technical aspects of how users are consuming content (device, OS, etc.) to the keywords that are helping them find it. All of this can tell you a lot about a person.
Most companies engage in some form of segmentation (which Moore says often results in stereotyping). Once consumers are put into a segment, however, all of that unstructured data is often abandoned. Moore discussed how Simpli.fi’s platform can identify which types of data are working the best and the worst and adjust campaigns based on findings.
After all, what’s working today may not be working tomorrow. “When our campaigns are successful, we know why.”
See full video of his talk below.
Tech Talk with Simpli.fi: Visible Data, Visible Results from Digiday on Vimeo.
More from Digiday
Why angel investor Matthew Ball still believes in the metaverse
Matthew Ball’s 2022 book “The Metaverse: And How It Will Revolutionize Everything” was a national bestseller in the U.S. and U.K. On July 23, he plans to publish the second edition of the book.
Marketing Briefing: Why sustainability is ‘not a priority’ for marketers right now
Anecdotally, there have been noticeably fewer requests from marketers on ways to market sustainability efforts in recent months, according to agency execs, who say that requests had been commonplace in the late 2010s and early 2020s.
Clients want agencies to deliver industry expertise, agility and empathy, new research finds
With a number of businesses run by millennials and Gen Z, marketers are seeking not just a vendor when working with agencies – but a true collaborator. This seems to be especially true in the case of B2B marketing when they are on both the consumer and buying sides.