NASA-style data tools drive digital ad campaigns

Featuring Dr. Willard Simmons, Co-founder and CTO Online marketers and advertising are getting access to more and more data, but that’s not enough, according to the 2012 Digital Marketing 2.0 Study commissioned by ad company DataXu. More than 350 “enterprise decision makers” in management, marketing, communications, digital, IT and social media were surveyed, and 75 percent of them said that data will help them improve their businesses. However, 58 percent said they didn’t have the skills and technology needed to analyze marketing data, while more than 70 percent said the same about customer data.