Data

‘Programmatic’ Goes the World - Media Buying Is Audience Buying

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By Chet Dalzell

Direct marketers have long had a love affair with data-driven media buying. In the world of direct mail, for example, list rentals and exchanges are filled with data cards (once print, now electronic) rich with audience measurements—the very attributes marketers need to intelligently target their offers to would-be buyers.

Response lists not only indicate consumers (and business) buyers who are pre-disposed to buy remotely—half the hurdle overcome—but often household income ranges, gender and other characteristics that enable exceptionally performing customer lookalike and predictive behavior models.

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Headshot of Chet Dalzell

Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

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