Data is one of the most important element in today’s marketing arena. It helps you put in focused efforts for achieving your goals.

Econsultancy contributor Chris Hogg has suggested three ways to help publishers use their data creatively.

Highlighting the importance of targeted audience, Hogg says, “A key step for publishers is to build “off-the-shelf” audience segments that can be sold directly to advertisers. For example, consider the case of a golf club manufacturer. Rather than just selling this advertiser placement on the sports section of their site, the publisher can leverage end-user data to build an audience of people interested in golf, and integrate it on any section. The golf club advertiser is now able to enjoy the benefits of receiving, not just sports-engaged audience traffic, but a more strategically targeted set of consumers who are more likely to convert “.

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Publishers must use their data creatively – here’s three ways they can


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