Join us Sept. 14-16 in Miami to connect with top publishing leaders
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
Brand marketers are adopting fan-first social media strategies
Bigger brands are picking up a social playbook perfected by startup and scaleup marketers, having seen the results. But can it work at scale?
Creators build GEO strategies to get discovered by brands and agencies in AI search
With no established playbook for AI search, creators are starting to build their own.
How H&M, Chobani, UrbanStems and Teleties are refining their partnership strategies
Brands are refining partnerships to match audiences, drive cultural relevance and find new growth.