Pegaworld 2016: Panel: People Based Marketing – A Best Practice (Presentation)
Marketers have long sought to connect first party data activities (using owned data) to third party data (using paid data) in order to decision the delivery of relevant content to the right customer at the right time within the right context. Achieving people-based marketing requires working within a complicated web of platforms, vendors, databases, and agencies – all of which are constantly changing. This convergence of “owned” or channel activities with paid or “audience” activities is one of the biggest challenges for marketers today as current solutions struggle to bring the various components together in an integrated fashion. Hosted by David Williams, Merkle CEO, this client panel will explore how expert marketing services, blended with tools such as Pega Marketing, can deliver best practice customer targeting in this convergence journey.