Acxiom CMO Tim Suther warns against marketers putting data in channel-specific silos.
ClickZ's Kate Kaye chatted with Acxiom CMO Tim Suther at Advertising Week in New York last week. One of Suther's pet issues relates to the application of data. Marketers tend to silo their data gathering and use. "But why?" he asks. They should employ data gathered in one channel to others, not just in the channel from which it was derived.
Read more about Acxiom and Suther's insights on data-driven marketing.
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
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