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Data Fidelity Matters, Online and Offline

Marketers are often seduced by the channel capabilities offered by technology. And why would not they be? These capabilities are impressive – from social and e-mail display, etc., the technologies are on the cutting edge and are constantly improving.

But the heart of marketing is the audience, the segments and the people. And the more you know your audience, the better you can personalize your message, improve efficiency, optimize metrics, and minimize fraud in your marketing. This statement is obvious in its simplicity, but most technologies do not adequately address this goal.

[Read the full article on MarTech Today.]

The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.

About the author

Jose Cebrian is Vice President and General Manager of Messaging and Mobile Messaging for Merkle. He came to Merkle after spending nine years at Acxiom, where he became Managing Director, Global Client Services for Digital Impact, Acxiom's email and SMS division. Jose has led a global team responsible for optimizing interactive direct marketing campaigns on the Web, email and mobile.