Data as a new marketing channel
Marketers love data. Web analytics, behavioral targeting, social media monitoring, audience measurement, and ever-expanding CRMs are all testament to the demand for more data about prospects and customers. But that kind of data flows one-way: from the outside world into marketing. However, a new way of marketing with data is emerging that heralds a more significant shift for marketing — and for the web itself. It’s about reversing the flow, having marketing publish data to …