Neustar Decides to Hand Data Over to its Clients

Share this content:

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Going where no marketers have gone before?
Going where no marketers have gone before?

Data management platforms collect performance and customer activity data from campaigns run across all the channels marketers operate in, then analyze the data and channel it back to them to inform future campaigns. What data management software companies generally don't do is hand all that raw data over to the client. That changes today for at least on such provider, Neustar, which announces the release of AK Media Insights Pro, a service that puts the data in clients' hands and lets them analyze their own media and audience intelligence.

“A lot of our clients wanted access to use the data to run their own models, but that option wasn't available in our UI. So we took the same data set and pushed it out to an Amazon warehouse and made it available to them to use in modeling things like online conversions or media mixes for TV and print,” says Rob Gatto, Neustar's SVP of marketing services. “Most clients today have a really hard time getting access to their own data.”

It's been hard, because normalizing the data for their use is not a simple task. What Neustar does with its new service is collect customer data from every touchpoint, de-duplicate it, and provide users with qualifiers such as naming the channels the data existed in.

Marketers, Neustar says, will be able to put the data to use  developing “what if” scenarios, testing marketing mix strategies, and creating custom data aggregations more relevant to their individual businesses. They will also be able to analyze first-, second-, and third-party data and digital campaign activity to home in on the characteristics of customers and prospects as they move through the sales funnel.

“It's a lot of volume [of data], so it requires a lot of technology to aggregate,” Gatto says. “We did it because we believe it takes clients one step further in their use of actionable data.”

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above